<![CDATA[Purpose – This study aims to examine the effects of innovation and market orientation on competitive advantage among culinary MSMEs in the snacks and cakes sector in Malang City. Design/Methodology/Approach – This study employs a quantitative research approach. The sample consisted of 100 culinary MSME owners in the snacks and cakes sector in Malang City selected using a purposive sampling technique. Data were collected and analyzed using multiple linear regression with SPSS version 27. The research instruments were tested through validity, reliability, and classical assumption tests, followed by hypothesis testing using the F-test and t-test. Findings – The results indicate that innovation has a positive and significant effect on competitive advantage. Market orientation also has a positive and significant effect on competitive advantage. These findings suggest that culinary MSMEs can strengthen their competitive position by continuously developing innovative products and increasing their responsiveness to market needs and customer preferences. Originality/Value This research is original in empirically examining innovation and market orientation together as predictors of competitive advantage in the snack and cake MSME sector. The findings provide practical value by guiding entrepreneurs to improve innovation practices and market responsiveness to strengthen competitiveness.]]>
Copyrights © 2025
