Abstract

Currently, the number of MSMEs in North Aceh is 3,660 consisting of various production sectors, culinary, craft and other sectors under the guidance of the North Aceh Cooperatives and SMEs Service. The condition of MSMEs has decreased due to the Covid-19 pandemic. This happened because with the pandemic there was a change in marketing strategy from what was previously face-to-face marketing to digital marketing. In addition, based on the results of the available respondents, very tight business competition requires business people to innovate products with complexity as the highest value indicator and perform production efficiency with product efficiency indicators as the factor with the highest value so that later products that have competitiveness can be produced. . Respondents' results show that the purchase transaction indicator is the factor with the highest score where the easier access to transactions provided will increase the competitiveness of MSMEs buying and selling. The results of the study using Smart PLS 3 to show the effect of the independent variable on the dependent indicate that product innovation and product efficiency have a significant positive effect on the competitiveness of MSMEs in North Aceh. Meanwhile, E-marketing cannot moderate the effect of product innovation and product efficiency on the competitiveness of MSMEs. Directly, product innovation is found to have a significant positive effect on the competitiveness of SMEs.