Competitive Advantage as a Bridge to Increase SMEs Sustainability

Business competition forces companies, especially SMEs, to choose strategies to keep a competitive advantage and business sustainability.This study aims to test whether digitalization and creativity affect competitive advantage.In addition, this study also examines whether competitive advantage affects business sustainability.This research used a questionnaire given to 162 SME owners via Google Forms.The results of the study show that digitalization and creativity affect competitive advantage.SMEs that use digital technology and make products or services more creative will quickly achieve a competitive advantage.In addition, competitive advantage affects sustainability because an efficient business will easily compete and survive for a long time.The COVID-19 pandemic, which is starting to improve, requires SMEs owners to use the right strategy to keep their businesses running.The managerial capabilities of SMEs owners must improve with the rapid changes in the environment to maintain excellence.