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