This paper aims to measure the ergo-iconic value that plays a role in influencing the business agility of SMEs, this variable is used because during a pandemic, environmental uncertainty and an increasingly competitive business environment. This study examines the agile perspective of SMESs that can apply the ergo-iconic value positioning strategy is a strategy that can be implemented by companies to increase sales, to be able to embrace consumers supported by two independent variables and the dependent variable and one variable that functions as a moderating variable, namely environment. external. This ergo-iconic service capability variable has the strength of 4 indicators and the dependent variable has 4 indicators. There are two hypotheses proposed in the study, namely the higher the positional ergo-iconic value, the higher the business agility and the higher the interaction of the external environment, the higher the business agility. This study concludes that business agility or agility is needed in a business situation which is indeed supported by the speed of technology companies. Real time information cannot be hindered by business ventures, so that the external environment in this paper will have an impact on agile business performance. Personal or organizational customers (employees) have an interest in the organization and have a stake in aligning it with organizational goals. Business agility or agility is indispensable in a business situation which is indeed supported by company speed, so that technology, especially real-time information, cannot be blocked by business ventures, so that the external environment in this paper will have an impact on agile business performance.
Key words: Ergo-iconic Values, External Environment, Business Agility, Management Capability
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