Developing the competitive advantage of small and medium enterprises through an ergo-iconic value approach in Indonesia

The present study seeks to examine the effects of ergo-iconic positional advantages on the competitive performance and innovation of small and medium enterprises (SMEs) in the province of West Java. By analysing these impacts, the study aims to contribute to the understanding of strategies that can enhance the competitive benefits of SMEs. The study involves three dimensions of ergo-iconic positional advantages involving iconic service marketing, ergonomic product value, and positional advantages to analyse their impact on achieving small and medium enterprises' performance in West Java Province. The group of respondents for this study consisted of 186 commercial establishments. The participants were selected using a process known as proportionate stratified random sampling. The data will be analysed using AMOS and path analysis in order to examine the study hypotheses. The results showed that iconic service marketing, ergonomic product value, and positional advantages positively and significantly affect SMEs' performance in West Java Province. The study resoundingly supports the idea that the presence of ergo-iconic positions in SMEs buildings may boost competition and innovation in SMEs goods and customer service standards.