Orientasi Strategis dan Kapabilitas Pemasaran yang Mempengaruhi Keunggulan Kompetitif melalui Inovasi di UMKM
DOI:
https://doi.org/10.69836/ncrcs-sinesia.v2i1.223Keywords:
Strategic Orientation, Marketing Capability, Environmental Responsibility, Innovation Capability, Sustainable Competitive AdvantageAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Strategic Orientation, Marketing Capability, dan Environmental Responsibility terhadap Sustainable Competitive Advantage (SCA) dengan Innovation Capability sebagai variabel mediasi pada Usaha Mikro, Kecil, dan Menengah (UMKM). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan dari 230 pelaku UMKM yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa Strategic Orientation, Marketing Capability, dan Environmental Responsibility berpengaruh positif dan signifikan terhadap Innovation Capability dan Sustainable Competitive Advantage. Selain itu, Innovation Capability juga terbukti berpengaruh positif dan signifikan terhadap Sustainable Competitive Advantage. Hasil pengujian mediasi menunjukkan bahwa Innovation Capability mampu memediasi secara signifikan hubungan antara Strategic Orientation, Marketing Capability, dan Environmental Responsibility terhadap Sustainable Competitive Advantage dengan sifat mediasi parsial. Temuan ini mengindikasikan bahwa keunggulan bersaing berkelanjutan pada UMKM tidak hanya ditentukan oleh kapabilitas internal, tetapi juga oleh kemampuan dalam mengembangkan inovasi sebagai mekanisme utama penciptaan nilai. Penelitian ini memberikan kontribusi terhadap pengembangan teori Resource-Based View serta memberikan implikasi praktis bagi pelaku UMKM dalam meningkatkan daya saing melalui penguatan strategi, pemasaran, tanggung jawab lingkungan, dan inovasi.
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