Dampak Inovasi Produk, Orientasi Pasar, dan Akses Permodalan terhadap Keunggulan Bersaing UMKM di Jawa Barat
DOI:
https://doi.org/10.58812/jmws.v4i12.3073Kata Kunci:
Inovasi Produk, Orientasi Pasar, Akses Modal, Keunggulan Kompetitif, UMKMAbstrak
Usaha Mikro, Kecil, dan Menengah (UMKM) memainkan peran penting dalam pengembangan ekonomi regional; namun, persaingan yang semakin ketat mengharuskan UMKM untuk terus memperkuat keunggulan kompetitifnya. Penelitian ini bertujuan untuk menganalisis dampak inovasi produk, orientasi pasar, dan akses modal terhadap keunggulan kompetitif UMKM di Jawa Barat. Pendekatan penelitian kuantitatif digunakan dengan data survei yang dikumpulkan dari 125 pemilik dan manajer UMKM di berbagai sektor usaha di Jawa Barat. Data dikumpulkan melalui kuesioner terstruktur yang diukur menggunakan skala Likert lima poin. Data yang dikumpulkan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS versi 25. Hasil menunjukkan bahwa inovasi produk memiliki dampak positif dan signifikan terhadap keunggulan kompetitif, orientasi pasar memberikan pengaruh positif terkuat, dan akses ke modal juga secara signifikan berkontribusi dalam meningkatkan daya saing UMKM. Temuan ini menyarankan bahwa UMKM yang secara aktif berinovasi, mempertahankan orientasi pasar yang kuat, dan memiliki akses yang lebih baik ke sumber daya keuangan lebih mungkin mencapai keunggulan kompetitif yang berkelanjutan. Studi ini menyediakan bukti empiris yang dapat menjadi acuan bagi pembuat kebijakan, lembaga keuangan, dan praktisi UMKM dalam merancang strategi untuk memperkuat daya saing UMKM di Jawa Barat.
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