COMPETITIVE ADVANTAGE THROUGH MARKET ORIENTATION, CREATIVITY, AND PRODUCT INNOVATION IN PROCESSED FOOD MSMES

Abstract

Background - Micro, Small and Medium Enterprises (MSMEs) are one of the business activities that contribute
to the national economy. MSMEs in the face of business competition always strive to win the competition, one of
which lies in the ability of MSMEs to create competitive advantages. Common strategies that can be used by
MSMEs are with market orientation, creativity and product innovation.
Purpose - This research aims to get an overview of strategies to create competitive advantages with market
orientation, creativity and innovation that have been carried out by MSME actors
methodology - This study uses a quantitative method. The data collection technique uses primary data with
questionnaires and direct interviews with MSME management respondents. Sampling technique using nonprobability
sampling technique with purposive sampling method. The research sample was 100 respondents using
the
Yamane formula. The data analysis techniques used were verifiable descriptive analysis , validity and
reliability
tests, multiple linearity and classical assumption tests.
Findings - State of the art in this study The novelty in this study is that it exists in the object and also the sample
that is studied is still rare that discusses competitive advantages associated with market orientation variables,
creativity and product innovation simultaneously in MSMEs, so it can be concluded that the research conducted
has not been done much by previous researchers.
Originality - The results of this study show that creativity, innovation and market orientation partially and
simultaneously have a positive and significant effect on competitive advantage