Improving SMEs Performance Through Competitive Advantage with Entrepreneurial Marketing (SMEs in Bandung City)

SMEs play an essential and strategic role in the regional economy. Additionally, to aid COVID-19 efforts and promote these small enterprises. However, the situation is quite profitable for SME hand sanitizer producers because of the many comparable businesses that have sprung up. The purpose of this study was to investigate the contribution of entrepreneurial marketing to competitive advantage and its effect on business factors such as the performance of SMEs. Using a questionnaire as a data collecting instrument, this study employs a survey as its approach. SMEs hand sanitizers populate the city of Bandung, and path analysis is used to analyze the data. This study reveals that entrepreneurial marketing influences competitive advantage and company performance, and that competitive advantage also influences business performance