PENGARUH INOVASI TERHADAP KEUNGGULAN BERSAING PADA USAHA MIKRO KECIL MENENGAH

Abstract

Cafe has become a lifestyle for some groups of people. However, there are many cafe businesses that are not successful, or at least failing to reach their business goals. The number of cafes that have to stop their operation not long after their opening is also high. This condition highlights the importance of innovations for cafe owners to help them recognize their business’ advantage over their competitors, in addition to appropriate strategies. This replication study uses variables, indicators, objects, and analytical instruments that have been used by past research. A simple regression analysis was applied to assess the dependent variable, in this case competitive advantage, and the independent variable, which is innovation. The results of the simple regression analysis show that innovation can influence competitive advantage by 43.1%, so the hypothesis (H1) and the F test are accepted, that is the indicator of the independent variable is able to influence the dependent variable, which is competitive advantage. Based on the finding above, cafe owners need to innovate in order to create some competitive advantages over their competitors. Such advantages can help them focus on the desired market segment and focus on products and services that can be easily differentiated. In addition, the competitive advantage can help the cafe owners make more efficient expenses for their business and marketing process.