Is Internal-External Environment Still Important on MSMEs Competitive Advantage for Business Sustainability During Covid-19 Pandemic?

Abstract

Competitive advantage is a determining factor for a firm's succession and responds to global business competition. During COVID-19, MSMEs need to sustain good internal business factors and the government and external stakeholders' role in creating clear policies and guidelines. This study aims to identify and analyse the influence of internal and external environmental factors on Indonesian MSMEs' competitive advantage in the era of the COVID-19 pandemic. The conclusive design used for testing the hypotheses and analyse the relationship among variables. The descriptive quantitative research approach used, which are the phenomena and the problems clearly stated. In this research, Respondents are Indonesia Entrepreneurs ruin business in the seven largest contributors' sectors for Indonesian Gross Domestic Bruto. The findings contribute to a better understanding of competitive advantage for business sustainability during COVID-19 demonstrates the necessity to know and evaluate which factors have influenced the competitive advantage for business sustainability.