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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN DeReMa (Development Research of Management) Jurnal Manajemen JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN JIEMS (Journal of Industrial Engineering and Management Systems) Jurnal Bisnis dan Akuntansi Jurnal Muara Ilmu Ekonomi dan Bisnis Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan
Lydiawati Soelaiman
Fakultas Ekonomi, Universitas Tarumanagara
Agriculture, Biological Sciences & Forestry Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Other

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LEVERAGING INNOVATION AND PRICING CAPABILITIES THROUGH COMPETITIVE ADVANTAGE AMONG CULINARY MSMES ON GOJEK Chelsy Rara Rendenan; Lydiawati Soelaiman; Joyce Turangan
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 10 No. 1 (2026): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v10i1.37045

Abstract

Seiring dengan meningkatnya adopsi teknologi digital, platform layanan berbasis aplikasi seperti Gojek menjadi salah satu sarana utama yang dimanfaatkan pelaku UMKM untuk memperluas jangkauan pasar. Meskipun demikian, kondisi persaingan yang semakin kompetitif pada platform digital tersebut membuat tidak sedikit UMKM kuliner mengalami keterbatasan dalam meningkatkan kinerja pemasarannya secara berkelanjutan. Penelitian ini menggunakan pendekatan kuantitatif untuk menelaah pengaruh kemampuan inovasi produk dan penetapan harga terhadap kinerja pemasaran UMKM dengan keunggulan kompetitif sebagai mediator. Penelitian melibatkan 135 pelaku UMKM kuliner aktif pada platform Gojek di Jakarta. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil pengujian empiris menunjukkan bahwa kemampuan inovasi produk tidak signifikan terhadap kinerja pemasaran. Sebaliknya, kemampuan penetapan harga serta keunggulan kompetitif terbukti berpengaruh signifikan terhadap kinerja pemasaran. Selain itu, inovasi produk dan penetapan harga juga secara konsisten berkontribusi dalam membentuk keunggulan kompetitif UMKM kuliner. Temuan penelitian ini juga mengindikasikan bahwa keunggulan kompetitif berperan sebagai mediator antara inovasi produk dan penetapan harga terhadap kinerja pemasaran. Temuan penelitian menegaskan bahwa penerapan inovasi produk dan strategi harga akan memberikan hasil yang lebih efektif apabila didukung oleh keunggulan kompetitif yang memadai. Implikasi dari penelitian diharapkan dapat menjadi acuan bagi pelaku UMKM kuliner dalam merumuskan strategi inovasi dan kebijakan harga guna memperkuat daya saing pemasaran di tengah intensitas persaingan digital yang semakin dinamis.   Along with the increasing adoption of digital technology, application-based service platforms such as Gojek have become one of the primary channels utilized by MSMEs to expand their market reach. Nevertheless, the intensifying level of competition on digital platforms has caused many culinary MSMEs to face constraints in achieving sustainable improvements in marketing performance. This study adopts a quantitative approach to examine the effects of product innovation capability and pricing with competitive advantage serving as a mediating variable on the marketing performance of culinary MSMEs operating through the Gojek application in Jakarta. This study involved 135 culinary MSME owners actively operating on the Gojek platform. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The empirical results indicate that product innovation capability was not statistically significant on marketing performance. In contrast, pricing capability and competitive advantage were found significant effects on marketing performance. Furthermore, both product innovation and pricing consistently contribute to the formation of competitive advantage among culinary MSMEs. The findings also reveal that competitive advantage mediates the relationship between product innovation capability and pricing capability and marketing performance. Accordingly, the results confirm that the implementation of product innovation and pricing strategies becomes more effective when supported by a strong competitive advantage. The implications of this study are expected to provide valuable insights for culinary MSME practitioners in formulating innovation strategies and pricing policies to enhance marketing competitiveness amid increasingly dynamic digital competition.
Co-Authors Al Fathir Rizky Pradifa Andrean Yusuf Anisa Apriliana Ary Satria Pamungkas Basuki Anondho Canguandha Ian Prathama Caroline Susanto Celyn Sariutami Chelsy Rara Rendenan Cindi Cemosa Cokki Cokki Dita gani Fajri Adrianto Ferando Ferando Frangky Selamat Geraldo Benedick Foe Helena Monieca Ong Hernando Jerico Ida Puspitowati Ida Puspitowati Ida Puspitowati Jeffry Sakya Wijaya Jefry Jefry Jonathan Anastasius Jonathan Putra Joshua Alfian Rapali Joyce Angelique Turangan Joyce Turangan Kadek Arya Jaya Kusuma KENI KENI Liekyhung Liekyhung Louis Rudolfo Setiawan Marshel Erastus Hariyanto Novia Novia Rizky Novaldy Saputra Stefany Ferlenthya Puwardi Tay Lee Chin