The study aimed to demonstrate changes in consumer behaviour, a competitive advantage over the performance of businesses, micro, small and medium enterprises (MSMEs) in the middle of the pandemic Covid-19. This study was conducted by spreading the questionnaire to 110 respondents. This research uses descriptive methods and quantitative approaches to see the influence between consumer behaviour, a competitive advantage over MSME performance. Data is processed using multiple linear regression analysis methods using the SPSS 16.0 application. The results showed that consumer behaviour, competitive advantage significantly impacted SME's performance in the middle pandemic Covid-19.

Keywords : Competitive Advantage, Consumer Behaviour, Covid-19, MSME Performance