Peran Inovasi Produk terhadap Keunggulan Bersaing pada UMKM Sektor Kuliner di Jaw Barat
DOI:
https://doi.org/10.58812/jbmws.v4i04.2919Kata Kunci:
Inovasi Produk, Keunggulan Kompetitif, Sektor Kuliner, UMKM, Analisis KuantitatifAbstrak
Penelitian ini mengkaji peran inovasi produk dalam meningkatkan keunggulan kompetitif di kalangan Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor kuliner. Dengan pendekatan kuantitatif, data dikumpulkan dari 100 pemilik dan manajer UMKM kuliner melalui kuesioner terstruktur yang menggunakan skala Likert lima poin. Data dianalisis menggunakan SPSS Versi 25, termasuk statistik deskriptif, uji reliabilitas dan validitas, korelasi, dan analisis regresi. Temuan menunjukkan bahwa inovasi produk memiliki efek positif yang signifikan terhadap keunggulan kompetitif, menunjukkan bahwa MSMEs yang secara aktif memperkenalkan produk baru, meningkatkan penawaran yang ada, dan merespons secara kreatif preferensi pelanggan mencapai posisi pasar yang lebih kuat dan pertumbuhan bisnis yang berkelanjutan. Studi ini menyoroti pentingnya inovasi produk yang berkelanjutan sebagai alat strategis untuk keunggulan kompetitif dan keberlanjutan jangka panjang di sektor kuliner.
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