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All Journal Multidisciplinary Indonesian Center Journal International Journal of Multidisciplinary Reseach
Adi Priyatna
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Religion Humanities Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Social Sciences Other

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COMPETITIVE ADVANTAGE STRATEGY BASED ON PRODUCT DIFFERENTIATION: A QUALITATIVE CASE STUDY OF A BAKERY MSME IN BANDAR LAMPUNG, INDONESIA Adi Priyatna; Agus Purnomo
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2261

Abstract

Small and Medium Enterprises (SMEs) play a crucial role in strengthening local and national economies, particularly in developing countries such as Indonesia. Increasing market competition, digital transformation, and changing consumer preferences have forced SMEs to continuously develop competitive strategies in order to survive and grow sustainably. This study aims to analyze a competitive advantage strategy based on product differentiation implemented by Roti Kaisar, a bakery micro-enterprise located in Kemiling District, Bandar Lampung. Using a descriptive qualitative approach, data were collected through in-depth interviews, direct observation, and documentation. SWOT analysis was employed to identify internal strengths and weaknesses as well as external opportunities and threats affecting business competitiveness. The findings reveal that Roti Kaisar’s competitive advantage is driven by consistent product quality, independent production processes, diverse product variations, and strong customer loyalty. However, the enterprise also faces challenges such as limited production capacity, suboptimal digital marketing, and fluctuating raw material prices. The results indicate that product differentiation strategies—supported by innovation, improved packaging, digital marketing utilization, and local brand strengthening are effective in enhancing competitive positioning and supporting sustainable business growth for bakery MSMEs.
THE EFFECT OF PROCESS INNOVATION ON OPERATIONAL EFFICIENCY OF MSMES: SUPPLY CHAIN INTEGRATION AS A MODERATING VARIABLE Purnomo, Agus; Khairudin; Yanu Yanuarius Darmawan; Celia Fitriani; Zelfia Irfina; Adi Priyatna
International Journal of Multidisciplinary Reseach Vol. 2 No. 1 (2026): February
Publisher : International Journal of Multidisciplinary Reseach

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Abstract

Improving operational efficiency is a major challenge for Micro, Small, and Medium Enterprises (MSMEs) amidst business competition and limited resources. Process innovation is often viewed as an internal mechanism capable of increasing efficiency, but previous empirical findings show inconsistent results. This study aims to analyze the effect of process innovation on MSME operational efficiency and examine the role of supply chain integration as a moderating variable. This study uses a quantitative approach with an explanatory research design. Data were collected through a survey of 80 MSMEs in Bandar Lampung City and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results show that process innovation has a positive and significant effect on operational efficiency. Supply chain integration also has a significant positive effect on operational efficiency. Furthermore, the results of the moderation analysis confirm that supply chain integration significantly weakens the relationship between process innovation and operational efficiency. These findings indicate that the effectiveness of process innovation in improving MSME operational efficiency is highly dependent on the level of supply chain integration. This study makes an empirical contribution to the operations management and supply chain management literature by emphasizing the importance of synergy between internal capabilities and external integration in improving the operational performance of MSMEs in the context of developing countries.
Co-Authors Agus Purnomo Agus Purnomo Celia Fitriani Khairudin Yanu Yanuarius Darmawan Zelfia Irfina