Influence of Product Innovation, Social Media Marketing, and Entrepreneurial Orientation on Competitive Advantage among Digital-Based Culinary MSMEs in Demak Regency

Azizah Azizah; Maulida Samita Rahma; Dika Vivi Widyanti; Jati Nugroho

doi:10.32497/ab.v27i3.8070

Authors

Azizah Azizah Deparment of Business Administration, Politeknik Negeri Semarang, Indonesia
Maulida Samita Rahma Deparment of Business Administration, Politeknik Negeri Semarang, Indonesia
Dika Vivi Widyanti Deparment of Business Administration, Politeknik Negeri Semarang, Indonesia
Jati Nugroho Deparment of Business Administration, Politeknik Negeri Semarang, Indonesia

DOI:

https://doi.org/10.32497/ab.v27i3.8070

Keywords:

: product innovation, social media marketing, enterpreneurial orientation, competitive advantage

Abstract

Demak Regency has experienced rapid growth in Micro, Small, and Medium Enterprises (MSMEs), including culinary businesses that increasingly use digital platforms for marketing and communication with consumers. The growth of business actors also intensifies competition and requires MSMEs to strengthen competitive advantage. This study aims to examine the influence of product innovation, social media marketing, and entrepreneurial orientation on competitive advantage among digital-based culinary MSMEs in Demak Regency. A quantitative approach was applied to 100 owners/managers of culinary MSMEs. Data were collected through questionnaires and literature study and analyzed using IBM SPSS 23. The analysis included validity and reliability testing, descriptive analysis, classical assumption tests, multiple linear regression, F-test, t-test, and coefficient of determination. The regression equation obtained was Y = 0.631 + 0.336X1 + 0.242X2 + 0.366X3 + e. Product innovation (t = 4.720; sig. = 0.000), social media marketing (t = 3.778; sig. = 0.000), and entrepreneurial orientation (t = 5.887; sig. = 0.000) each have a positive and significant effect on competitive advantage. The F-test confirms a significant simultaneous effect (F = 52.872; sig. = 0.000). The Adjusted R Square of 0.611 indicates that 61.1% of the variation in competitive advantage is explained by the three independent variables, while 38.9% is explained by other factors outside the model.

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