<![CDATA[The development of competition in snack food MSMEs demands internal resource management that can support sustainable competitive advantage. This study aims to analyze the application of Resource-Based View (RBV) in achieving competitive advantage in Milidi 86 Jember MSMEs. The study uses a qualitative type with a case study approach. Informants were selected by purposive sampling, consisting of five informants from nine workers, namely the owner and four employees. The research instruments were in the form of observation guidelines, interviews, and documentation, while data analysis was carried out through data collection, data reduction, data presentation, and drawing conclusions with the VRIO framework. The results of the study indicate that tangible resources in the form of production equipment, factory buildings, operational vehicles, and raw material inventory produce a temporary competitive advantage because they have not yet met the inimitable aspect. Intangible resources in the form of reputation, brand, innovation of 12 flavor variants, product characteristics, and professional relationships with suppliers meet all VRIO criteria. In conclusion, Milidi 86's sustainable competitive advantage is mainly supported by intangible resources and internal capabilities that are difficult for competitors to imitate.]]>
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