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All Journal International Journal of Science and Society (IJSOC) Influence: International Journal of Science Review
Dharmajaya, Muhammad Agung
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Humanities Computer Science & IT Economics, Econometrics & Finance Engineering Materials Science & Nanotechnology Public Health Social Sciences

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The Influence of Differentiation Strategy to Superiority Competing in the Creative Industry Dharmajaya, Muhammad Agung
INFLUENCE: INTERNATIONAL JOURNAL OF SCIENCE REVIEW Vol. 8 No. 1 (2026): INFLUENCE: International Journal of Science Review
Publisher : Global Writing Academica Researching and Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/influencejournal.v8i1.303

Abstract

This study aims to analyze the effect of differentiation strategy on superior competitiveness in the creative industry. The creative industry faces increasingly fierce competition, so business actors strive to create unique products, innovations, and trademarks that are able to differentiate themselves from competitors. Differentiation strategy is seen as one of the strategic approaches that can increase competitiveness and business sustainability. This study uses a quantitative study method with a survey approach. Data were collected by distributing questionnaires to creative industry business actors in Sumedang Regency as research respondents. A total of 93 samples were obtained. Data analysis used included validity tests, reliability tests, and simple regression analysis to examine the effect of differentiation strategy on superior competitiveness. The results of the study indicate that differentiation strategy has a positive and significant effect on superior competitiveness in the creative industry. This finding indicates that the better the implementation of differentiation strategies, such as product innovation, quality, design, and service, the higher the superior competitiveness of creative industry actors. This study is expected to provide practical contributions to industry players in formulating effective business strategies and serve as a reference for further research.
The Influence of Image Differentiation Strategy and Innovation Product to Competitive Advantage Creative Industries in Cimahi City Dharmajaya, Muhammad Agung
International Journal of Science and Society Vol 7 No 4 (2025): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v7i4.1601

Abstract

The creative industry plays a strategic role in driving economic growth in the region, particularly in Cimahi City, known as one of the centers of creative industry development in West Java. Facing increasingly fierce competition, creative industry players strive to improve or maintain sustainable competitive advantage. This study aims to analyze the influence of image differentiation strategies and product innovation on the competitive advantage of the creative industry in Cimahi City. The research method used is a quantitative method with a descriptive and verified approach. Data were obtained through distributing questionnaires to creative industry players in Cimahi City. The data analysis technique used multiple linear regression analysis to test the partial and simultaneous effects between variables. The results show that image differentiation strategies have a positive and significant influence on competitive advantage, product innovation also has a positive and significant influence on competitive advantage, and simultaneously image differentiation strategies and product innovation have a significant influence on the competitive advantage of the creative industry in Cimahi City. These findings indicate that strengthening a unique image and sustainable product innovation are important factors in increasing the competitiveness of the creative industry.
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