PENGARUH ORIENTASI PASAR DAN DIGITAL MARKETING TERHADAP COMPETITIVE ADVANTAGE DIMEDIASI OLEH INOVASI PRODUK PADA UMKM BATIK DI SIDOARJO
DOI:
https://doi.org/10.61722/jrme.v3i4.11658Keywords:
Market Orientation, Digital Marketing, Product Innovation, Competitive Advantage, Batik MSMEs.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh orientasi pasar dan digital marketing terhadap competitive advantage melalui inovasi produk pada UMKM Batik di Kabupaten Sidoarjo. Penelitian dilakukan karena persaingan industri batik semakin ketat, sehingga pelaku UMKM dituntut mampu memahami kebutuhan pasar, memanfaatkan teknologi digital, serta menciptakan inovasi produk agar tetap memiliki keunggulan kompetitif. Variabel yang digunakan dalam penelitian ini meliputi orientasi pasar, digital marketing, inovasi produk, dan competitive advantage. Penelitian ini menggunakan metode kuantitatif dengan pendekatan explanatory research. Populasi dalam penelitian ini adalah seluruh pelaku UMKM Batik di Kabupaten Sidoarjo sebanyak 39 UMKM, dengan teknik sampling jenuh sehingga seluruh populasi dijadikan sampel penelitian. Data diperoleh melalui penyebaran kuesioner menggunakan skala Likert. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Pengujian dilakukan melalui evaluasi outer model dan inner model yang meliputi uji validitas, reliabilitas, R-Square, Q-Square, f-Square, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa orientasi pasar dan digital marketing berpengaruh positif terhadap inovasi produk. Inovasi produk juga berpengaruh positif terhadap competitive advantage. Namun, orientasi pasar dan digital marketing tidak memberikan pengaruh langsung yang signifikan terhadap competitive advantage. Penelitian ini membuktikan bahwa inovasi produk mampu memediasi penuh pengaruh orientasi pasar dan digital marketing terhadap competitive advantage pada UMKM Batik di Kabupaten Sidoarjo. Dengan demikian, peningkatan keunggulan kompetitif UMKM batik lebih efektif dicapai melalui pengembangan inovasi produk yang didukung oleh pemahaman pasar dan pemanfaatan digital marketing.
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