PENGEMBANGAN KEUNGGULAN KOMPETITIF UMKM MELALUI STRATEGI ORIENTASI PASAR DAN INOVASI PRODUK

Ernawati Ernawati; Rahayu Mardikaningsih; Didit Darmawan; Ella Anastasya Sinambela

doi:10.36441/kewirausahaan.v5i2.1338

PENGEMBANGAN KEUNGGULAN KOMPETITIF UMKM MELALUI STRATEGI ORIENTASI PASAR DAN INOVASI PRODUK

Ernawati Ernawati, Rahayu Mardikaningsih, Didit Darmawan, Ella Anastasya Sinambela

Abstract

Setiap perusahaan yang berada dalam suatu industri dan menghadapi persaingan harus memiliki keunggulan kompetitif. Hal ini mutlak diperlukan tidak hanya bagi perusahaan besar tetapi juga perusahaan kecil dan menengah untuk menjamin kelangsungan usaha. Bisnis akan terus berjalan jika perusahaan berhasil menciptakan keunggulan bersaing. Ini adalah kunci penting untuk memenangkan persaingan. Studi ini berusaha mengamati peran kedua strategi tersebut dalam membentuk keunggulan bersaing. Kajian difokuskan pada UMKM alas kaki di Desa Wedoro, Sidoarjo, Kecamatan Waru, Kabupaten Sidoarjo. Dengan melibatkan beberapa pengusaha alas kaki sebagai sumber informasi untuk mencapai temuan penelitian ini. Berdasarkan hasil pengolahan data diketahui bahwa orientasi pasar dan inovasi produk memiliki peran yang nyata dalam membentuk keunggulan kompetitif.

Keywords

orientasi pasar, inovasi produk, keunggulan bersaing, UMKM, bisnis, pasar sasaran

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