<![CDATA[Research aim : This study aims to analyze competitive strategies of food and beverage MSMEs in Madiun Municipality during the post-Covid-19 recovery period through entrepreneurial orientation, product innovation, and Instagram endorsements. Design/Methods/Approach : The research uses a quantitative descriptive method. A purposive sampling technique was employed to obtain 395 respondents from MSME owners. Data collection used questionnaires and interviews, while multiple linear regression was applied as the analytical technique. Research Finding : The results show that product innovation and Instagram endorsements significantly affect competitive strategy, while entrepreneurial orientation does not. Simultaneously, entrepreneurial orientation, product innovation, and Instagram endorsements together influence competitive strategies. Theoretical contribution/Originality : The study strengthens the role of social media marketing and product innovation in shaping MSME competitive strategies post-pandemic, while questioning the traditional assumption that entrepreneurial orientation always plays a dominant role. Practitioner/Policy implication : MSME actors are advised to continue innovating products and using social media endorsements to maintain competitiveness. Policy support should focus on digital transformation and capacity building for SMEs. Research limitation : This study is limited to the food and beverage MSME sector in Madiun City. Broader research is needed by comparing across regions and involving other factors such as market orientation and brand image. ]]>
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