Pengaruh Orientasi Pasar dan Inovasi Produk terhadap Keunggulan Kompetitif pada UMKM Pakaian di Pasar Tanah Abang Jakarta Pusat.

Valen diego Juniandry (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang,)
Tiara Lusiani (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Nebula Abid Hetri Syahputra (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Ria Aulia (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)

Journal of Business Economics and Management
Vol. 3 No. 2 (2026): Oktober-Desember

This study aims to examine the effect of market orientation and product innovation on the competitive advantage of clothing MSMEs at Tanah Abang Market, Central Jakarta. The research uses a quantitative approach. The population consists of clothing MSME actors operating at Tanah Abang Market, while data are collected through questionnaires using a Likert scale. Market orientation is measured through customer orientation, competitor orientation, and interfunctional coordination, while product innovation is assessed through product development, product variety, uniqueness, quality, and design renewal. Competitive advantage is measured through price advantage, quality, product uniqueness, superiority over competitors, and the ability to maintain a competitive position. The data are planned to be analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The study is expected to provide empirical evidence regarding the role of market orientation and product innovation in strengthening the competitive advantage of clothing MSMEs in a highly competitive trading environment.