Pengaruh Innovation Capability Dan Blue Ocean Strategy Terhadap Competitive Advantage Pada UMKM Sektor Kuliner Kecamatan Cilacap Selatan

Hakim Hakim; Ardi Artopo; Siti Amalia

doi:10.59086/jam.v4i3.1257

Authors

Hakim Hakim Universitas Nahdlatul Ulama Al Ghazali
Ardi Artopo Direktorat Jenderal Anggaran
Siti Amalia Universitas Nahdlatul Ulama Al Ghazali

DOI:

https://doi.org/10.59086/jam.v4i3.1257

Keywords:

Innovation capability , Blue ocean strategy, Competitive advantage

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh innovation capability dan blue ocean strategy terhadap competitive advantage pada UMKM sektor kuliner di Kecamatan Cilacap Selatan. Persaingan usaha kuliner yang semakin ketat menuntut pelaku UMKM untuk memiliki kemampuan inovasi yang berkelanjutan serta strategi penciptaan pasar baru guna meningkatkan keunggulan bersaing. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada pelaku UMKM kuliner. Data dianalisis menggunakan analisis regresi berganda. Hasil penelitian menunjukkan bahwa innovation capability dan blue ocean strategy secara parsial maupun simultan berpengaruh positif terhadap competitive advantage serta hasil R2 variabel X1, X2 mempengaruhi competitive advantage sebesar 55,3%. Temuan ini mengindikasikan bahwa kemampuan UMKM dalam menciptakan inovasi produk, proses, dan pemasaran, serta penerapan strategi diferensiasi yang unik, mampu meningkatkan daya saing dan keberlanjutan usaha. Penelitian ini diharapkan dapat menjadi referensi bagi pelaku UMKM dan pemangku kebijakan dalam merumuskan strategi pengembangan UMKM sektor kuliner.

This study aims to analyze the effect of innovation capability and blue ocean strategy on competitive advantage among culinary sector MSMEs in South Cilacap District. Increasingly intense competition in the culinary business requires MSME actors to possess sustainable innovation capabilities and market-creating strategies in order to enhance competitive advantage. This research employs a quantitative approach with data collected through questionnaires distributed to culinary MSME owners. The data were analyzed using multiple regression analysis. The results indicate that innovation capability and blue ocean strategy have a positive effect on competitive advantage, both partially and simultaneously. The coefficient of determination (R²) shows that 55.3% of the variation in competitive advantage is explained by the independent variables (X1 and X2), while the remaining percentage is influenced by other factors outside the research model. These findings suggest that the ability of MSMEs to develop product, process, and marketing innovations, along with the implementation of unique differentiation strategies, can enhance business competitiveness and sustainability. This study is expected to serve as a reference for MSME practitioners and policymakers in formulating development strategies for the culinary sector MSMEs

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