Sustainable Competitive Advantage Through Market And Entrepreneurial Orientation In Indonesian Retail MSMEs During The COVID-19 Recovery Stage

This study aims to measure the impact of Entrepreneurial and Market Orientation on the Sustainable Competitive Advantage of Micro, Small, and Medium Enterprises in Indonesia during the recovery phase of the COVID-19 Pandemic. The aim of this research is to find solutions to understand the factors of the survival problems of small businesses facing the uncertainty of novelty during and after the Coronavirus outbreak. Using data obtained from the contribution of the questionnaire that was responded to by 335 individuals involved in MSMEs, we calculated the effect of EO and MO on SCA using Structural Equational Modeling, Partial Less Square. The findings show that EO strongly influences MO and SCA, while the relationship between MO and SCA is weaker.