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Resa Nurmala
Universitas Muhammadiyah Sukabumi, Sukabumi, Indonesia
Economics, Econometrics & Finance

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Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi) Anjalina Nurwahyuni Fazlilah; R. Deni Muhammad Danial; Resa Nurmala
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7425

Abstract

Cibadak Market is a growing center of economic activity, where fashion MSME players face challenges in meeting consumer needs and keeping up with changing fashion trends. Low understanding of market preferences as well as limited innovation and product differentiation has led to decreased competitiveness and customer loyalty. This study aims to determine the effect of market orientation and innovation capability on competitive advantage in fashion MSMEs in Cibadak Market, Sukabumi. This study uses a quantitative approach with an associative descriptive method. The population in this study were all fashion MSME players in Cibadak Market, with a sample size of 32 respondents determined through saturated sampling technique. The results showed that market orientation has a positive and significant effect on competitive advantage. In addition, innovation capability also has a positive and significant influence on competitive advantage. The implementation of good market orientation and high innovation capability can increase the competitiveness of fashion MSMEs in the local market.
Analysis of MSMEs Marketing Strategies and Competitiveness on Increasing Sales in the Digital Era at MSMEs Tofu in Sukabumi City Elisa Fitria; Erry Sunarya; Resa Nurmala
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7445

Abstract

This study aims to analyze the influence of marketing strategies and competitiveness on sales performance in the digital era among tofu MSMEs (Micro, Small, and Medium Enterprises) in Sukabumi City. The main issues faced by these businesses include the suboptimal use of digital marketing strategies and low competitiveness amid increasingly intense market competition driven by technological advancement. This research adopts a quantitative method with associative and descriptive approaches, utilizing multiple linear regression analysis to examine the relationship between marketing strategy (X1), competitiveness (X2), and digital-era sales performance (Y). Data were collected through questionnaires distributed to 54 tofu MSME actors using a saturated sampling technique. The findings indicate that both marketing strategies and competitiveness have a positive and significant effect on sales performance in the digital era. Therefore, improving product quality, conducting effective promotional activities, and enhancing operational efficiency and flexibility are essential in strengthening competitiveness and boosting sales among tofu MSMEs in Sukabumi.
Co-Authors Anjalina Nurwahyuni Fazlilah Elisa Fitria Erry Sunarya R. Deni Muhammad Danial