The Influence of Consumer Behavior and Marketing Strategy Towards Marketing Performance of MSME in West Java Through Competitive Strategies in the Covid-19 Pandemic Break

Abstract

MSMEs is as one of the pillars of the national economy came under enormous pressure
during the COVID-19 Pandemic. Most of the MSMEs, especially those in West Java, felt a
very heavy impact. Continuous and structured efforts are needed in encouraging the revival
of MSMEs in the new normal era. This research was conducted as an effort to find effective
strategies to sustain the revival of MSMEs. This objective is carried out by studying whether
consumer behavior and marketing strategies affect marketing performance through
increasing competitive strategies. This research was conducted using online survey data
collection techniques. The results of the analysis found that consumer behavior and
marketing strategies had a significant effect on increasing competitive strategies and through
competitive strategies to encourage increased marketing performance of MSEs in West Java.