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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Indonesian Journal of Islamic Economics and Business Abimanyu: Journal of Community Engagement BISMA (Bisnis dan Manajemen) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Digital Business and Innovation Management Jurnal Ekonomi, Manajemen, Akuntansi
Dhiyan Septa Wihara
Universitas Negeri Surabaya
Religion Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Library & Information Science Social Sciences

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Multiple Regression for Analyzing Competitive Strategies in Food SMEs Post Pandemic Covid at Madiun Municipality Tatik Mulyati; Dhiyan Septa Wihara; Rabhi Fathan Muhammad; Choirum Rindah Istiqaroh
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 11 No 1 (2026): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v11i1.27234

Abstract

Research aim : This study aims to analyze competitive strategies of food and beverage MSMEs in Madiun Municipality during the post-Covid-19 recovery period through entrepreneurial orientation, product innovation, and Instagram endorsements. Design/Methods/Approach : The research uses a quantitative descriptive method. A purposive sampling technique was employed to obtain 395 respondents from MSME owners. Data collection used questionnaires and interviews, while multiple linear regression was applied as the analytical technique. Research Finding : The results show that product innovation and Instagram endorsements significantly affect competitive strategy, while entrepreneurial orientation does not. Simultaneously, entrepreneurial orientation, product innovation, and Instagram endorsements together influence competitive strategies. Theoretical contribution/Originality : The study strengthens the role of social media marketing and product innovation in shaping MSME competitive strategies post-pandemic, while questioning the traditional assumption that entrepreneurial orientation always plays a dominant role. Practitioner/Policy implication : MSME actors are advised to continue innovating products and using social media endorsements to maintain competitiveness. Policy support should focus on digital transformation and capacity building for SMEs. Research limitation : This study is limited to the food and beverage MSME sector in Madiun City. Broader research is needed by comparing across regions and involving other factors such as market orientation and brand image.  
Co-Authors Achmad Fitro Achmad Kautsar Ashisyah Meitul Kholidiah Choirum Rindah Istiqaroh Dana Azizah Rahmat Dini Febriani Eduardus Tandelilin Faturrohman Dwi Alimin Firda Barit Junia Fresha Kharisma Hadi, Hafid Kholidi Hujjatullah Fazlurrahman Iwang Suwangsih Muhammad Fachmi Muhammad Fajar Wahyudi Rahman Muhammad Febrilian Dwi Syahputra Febri Nadia Asandimitra Haryono Nindya Kartika Kusmayati Nur Hayatiningsih Rabhi Fathan Muhammad Ratih Amelia Ratih Amelia Renny Sari Dewi Shindy Dwita Nuansari Shofi Nurbaiti Sigit Ratnanto Silvia Waning Hiyun Puspita Sari Tatik Mulyati Wasiun Nabil Wisnuwardhana Surya Adriansyach