Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi)
Cibadak Market is a growing center of economic activity, where fashion MSME players face challenges in meeting consumer needs and keeping up with changing fashion trends. Low understanding of market preferences as well as limited innovation and product differentiation has led to decreased competiti...
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| Format: | Article |
| Language: | English |
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Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-08-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
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| Online Access: | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/7425 |
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| author | Anjalina Nurwahyuni Fazlilah R. Deni Muhammad Nurwahyuni Danial Resa Nurmala |
| author_facet | Anjalina Nurwahyuni Fazlilah R. Deni Muhammad Nurwahyuni Danial Resa Nurmala |
| author_sort | Anjalina Nurwahyuni Fazlilah |
| collection | DOAJ |
| description |
Cibadak Market is a growing center of economic activity, where fashion MSME players face challenges in meeting consumer needs and keeping up with changing fashion trends. Low understanding of market preferences as well as limited innovation and product differentiation has led to decreased competitiveness and customer loyalty. This study aims to determine the effect of market orientation and innovation capability on competitive advantage in fashion MSMEs in Cibadak Market, Sukabumi. This study uses a quantitative approach with an associative descriptive method. The population in this study were all fashion MSME players in Cibadak Market, with a sample size of 32 respondents determined through saturated sampling technique. The results showed that market orientation has a positive and significant effect on competitive advantage. In addition, innovation capability also has a positive and significant influence on competitive advantage. The implementation of good market orientation and high innovation capability can increase the competitiveness of fashion MSMEs in the local market.
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| format | Article |
| id | doaj-art-e3e9248748184878a886fd4150d96188 |
| institution | Kabale University |
| issn | 2621-606X |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj-art-e3e9248748184878a886fd4150d961882025-08-25T16:52:17ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2025-08-018310.31538/iijse.v8i3.7425Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi)Anjalina Nurwahyuni Fazlilah0R. Deni Muhammad Nurwahyuni Danial1Resa Nurmala2Universitas Muhammadiyah Sukabumi, Sukabumi, IndonesiaUniversitas Muhammadiyah Sukabumi, Sukabumi, IndonesiaUniversitas Muhammadiyah Sukabumi, Sukabumi, Indonesia Cibadak Market is a growing center of economic activity, where fashion MSME players face challenges in meeting consumer needs and keeping up with changing fashion trends. Low understanding of market preferences as well as limited innovation and product differentiation has led to decreased competitiveness and customer loyalty. This study aims to determine the effect of market orientation and innovation capability on competitive advantage in fashion MSMEs in Cibadak Market, Sukabumi. This study uses a quantitative approach with an associative descriptive method. The population in this study were all fashion MSME players in Cibadak Market, with a sample size of 32 respondents determined through saturated sampling technique. The results showed that market orientation has a positive and significant effect on competitive advantage. In addition, innovation capability also has a positive and significant influence on competitive advantage. The implementation of good market orientation and high innovation capability can increase the competitiveness of fashion MSMEs in the local market. https://www.e-journal.uac.ac.id/index.php/iijse/article/view/7425Market Orientation, Innovation Capability, and Competitive Advantage |
| spellingShingle | Anjalina Nurwahyuni Fazlilah R. Deni Muhammad Nurwahyuni Danial Resa Nurmala Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi) Indonesian Interdisciplinary Journal of Sharia Economics Market Orientation, Innovation Capability, and Competitive Advantage |
| title | Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi) |
| title_full | Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi) |
| title_fullStr | Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi) |
| title_full_unstemmed | Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi) |
| title_short | Analysis of Market Orientation and Innovation Capabilities in Increasing Competitive Advantage (Survey on MSMEs Fashion in Cibadak Market, Sukabumi) |
| title_sort | analysis of market orientation and innovation capabilities in increasing competitive advantage survey on msmes fashion in cibadak market sukabumi |
| topic | Market Orientation, Innovation Capability, and Competitive Advantage |
| url | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/7425 |
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