Pengaruh Market Orientation dan Entrepreneurial Orientation terhadap Keunggulan Bersaing melalui Inovasi Produk pada UMKM Konveksi di Desa Tritunggal Kabupaten Lamongan
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Abstract
This study aims to examine the effect of market orientation and entrepreneurial orientation on competitive advantage through product innovation as a mediating variable in convection SMEs in Tritunggal Village, Lamongan Regency. This research employed a quantitative approach using a survey method. The population consisted of 150 convection SMEs, with a sample of 60 respondents determined using the Slovin formula and purposive sampling technique. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling with the assistance of SmartPLS software. The results indicate that market orientation has a positive and significant effect on competitive advantage and product innovation. Entrepreneurial orientation also has a positive and significant effect on competitive advantage and product innovation. Furthermore, product innovation has a positive and significant effect on competitive advantage and mediates the relationship between market orientation and entrepreneurial orientation toward competitive advantage. These findings indicate that strengthening market orientation, entrepreneurial orientation, and continuous product innovation are important strategies for improving the competitive advantage of convection SMEs in Tritunggal Village, Lamongan Regency.
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