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All Journal Jurnal Manajemen dan Organisasi JDM (Jurnal Dinamika Manajemen) Dinamika Pendidikan Media Ekonomi dan Manajemen PRESTASI Management Analysis Journal Jurnal Ekonomi dan Bisnis SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Warta Pengabdian Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Assets: Jurnal Akuntansi dan Pendidikan Jurnal Kebijakan Sosial Ekonomi Kelautan dan Perikanan Authentic Research of Global Fisheries Application Journal (Aurelia Journal) JURNAL PENELITIAN PERAWAT PROFESIONAL Community Development Journal: Jurnal Pengabdian Masyarakat Didaktika: Jurnal Kependidikan Jurnal Terapan Manajemen dan Bisnis International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Fikruna : Jurnal Ilmiah Kependidikan dan Kemasyarakatan Borneo Journal of Primary Educaton Journal of Educational Management Research Jurnal Pengabdian dan Pengembangan Inovasi Kepada Masyarakat (PENAMAS) Southeast Asian Business Review Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Ilmiah Ekotrans & Erudisi (JIEE) Management Analysis Journal Jurnal Kajian & Reviu Jinarakkhita: Jurnal Gerakan Semangat Buddhayana (JGSB) Analisa: Jurnal Manajemen dan Akuntansi Jejak: Jurnal Ekonomi dan Kebijakan "Indonesian Journal of Devotion and Empowerment (IJDE) " Nomico Unnes Business Quarterly
Sri Wartini
Fakultas Ekonomi, Universitas Negeri Semarang, Semarang
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The Influence of Product Innovation and Marketing Strategy on the Competitiveness of MSMEs Wartini, Sri; Suseno, Dewi Alima Nostalia
Nomico Vol. 3 No. 2 (2026): Nomico-March
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/v1xwdd59

Abstract

This study aims to analyze the effect of product innovation and marketing strategy on the competitiveness of MSMEs in Indonesia, both partially and simultaneously. A causal quantitative approach was employed, with data collected through an online questionnaire distributed via Google Form to 100 MSME owners selected using purposive sampling. The research instruments were developed using a five-point Likert scale based on Gunday et al. (2011) for product innovation (10 items), Kotler & Keller (2016) for marketing strategy (12 items), and Porter (1990) for MSME competitiveness (10 items). Following validity and reliability testing, data were analyzed using multiple linear regression with R statistical software. The results indicate that: (1) product innovation has a positive and significant effect on MSME competitiveness (β = 0.351; t = 4.807; p < 0.001); (2) marketing strategy has a positive and significant effect on MSME competitiveness (β = 0.538; t = 7.368; p < 0.001); and (3) simultaneously, product innovation and marketing strategy significantly affect MSME competitiveness with F = 58.200 (p < 0.001) and R² = 0.545, indicating that both variables explain 54.5% of the variation in MSME competitiveness. These findings imply that MSMEs in Indonesia need to synergistically integrate product innovation capabilities and digital marketing strategies to achieve sustainable competitiveness.
Co-Authors A.A. Ketut Agung Cahyawan W Agus Wibowo Alif Yulio Alifa Rizqia Rachmawati, Alifa Rizqia Ana Febriyanti, Ana Andhi Wijayanto Annur, Abdul Fattah Aulia, Deni Azhar, Awwala Maulidya Bahzar, Mohammad Bambang Supriyadi Bintari, Yunia Karisma Bogy Febriatmoko Bogy Febriatmoko Bogy Febriyatmoko Bunga Budi Utami, Bunga Budi Desti Ranihusna Dhanesworo Arsojotegto Yuwonoputro Ela Zakiya Muslichati, Ela Zakiya Endang Sutrasmawati Enih Sulastri Erisa Aprilia Wicaksari Euis Soliha Fina Attalia G, Widyatmike Hadijah, Hadi Siti Hadiwinata, Bagus Haryaka, Usfandi Hasibuan, P Erianto Hendrajaya Hendrajaya Hendrajaya Hengky Pramusinto Heriman Hikmah, Fahmi Ainul Ida Maftukhah Indrayati, Artin Jarir, Dewi Virgiastuti Jefri Putri Nugraha Komariah, Laili Lambang Subagiyo Lapaiku, Heriman Lestari, Mitaqul Dwi Lilis Nur Aisyah, Lilis Nur LUWIHA LUWIHA Made Virma Permana Mahargyo, Dhady Pelita Moh. Khoiruddin Muhammad Faiz Aunillah Muhammad Saparuddin Nadia Ingrida Kusumadewi Nani Imaniyati Nisa Hakimah Nur Laily Nurlaili Nury Ariani Wulansari Permanawati, Rahmadani Nur Phany Ineke Putri, Phany Ineke Prananta, Widya Prayoto Prayoto Prayoto Rahardjo, R. Sugeng Rahardjo, Sugeng Ratna Sari, Dwi Ratri Wulandari Renaldi, Dicky Riani Riani Rizki Viana, Rizki Rizky, Putri Nurhanida Rulita Hendriyani, Rulita S Martono S. Martono Sabariyah, Nunung Samosir, Betania Agustina Samosir, Betania Agustina Sangadah Sangadah Saputra, Irwan Sasongko, Dimas Bayu Sembiring, Denisa Br Setianto, Ganang Setianto, Ganang Sifani, Reza Fahrizal Suprakto, Bambang Supri Hartini, Supri Sura Pratama, Arya Surahmat, Djoko SUSANTO SUSANTO Suseno, Dewi Alima Nostalia Syahputra, Arie Abri Zatama Tiarnida Nababan Ulfa, Unzilla Ainun Vike Aprilianin Marwintaria Saputri Wahyu Harjiyanti Waluyo, Buyung Purnomo Warman Warman Warman Widiyanto Widyastuti, Rida Widyatmike Gede Mulawarman Wiradendi, Cristian Yudha Purnama, Trendi Yusuf Wildan Setiyadi, Yusuf Wildan