Pengaruh Orientasi Kewirausahaan dan Kreativitas Produk Terhadap Keunggulan Bersaing Pada UMK Sentra Kuliner Jl. Unesa Lidah Wetan Surabaya. (The Effect of Entrepreneurial Orientation and Product Creativity on Competitive Advantage in MSEs Culinary Center Jl. Unesa Lidah Wetan Surabaya).

Adinata, Farqa (2024) Pengaruh Orientasi Kewirausahaan dan Kreativitas Produk Terhadap Keunggulan Bersaing Pada UMK Sentra Kuliner Jl. Unesa Lidah Wetan Surabaya. (The Effect of Entrepreneurial Orientation and Product Creativity on Competitive Advantage in MSEs Culinary Center Jl. Unesa Lidah Wetan Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Competition in the business world, especially in the culinary sector, can be said to be increasingly fierce, this is indicated by the emergence of many businesses in the same field, namely culinary. These small businesses compete with each other to win market share so that customers do not switch to competitors. Every company definitely has different tactics to gain a competitive advantage. A company's competitive advantage is determined by many factors, one of which is entrepreneurial orientation and product creativity. This research has 2 independent variables (Entrepreneurial Orientation and Product Creativity) and 1 dependent variable (Competitive Advantage). The results of this research show that the influence of the Entrepreneurial Orientation and Product Creativity variables is 62.8% on Competitive Advantage at UMK Culinary Center Jl. Unesa Tongue Wetan Surabaya. Which means that it can be said, this variable influences Competitive Advantage by 6.28 percent, and other independent variables which were not researched by 37.2%. The conclusion of this research is that Entrepreneurial Orientation and Product Activity greatly influence competitive advantage at UMK Sentra Culinary Jl. Unesa Lidah Wetan Surabaya to MSEs business actors Jl. Unesa Lidah Wetan Surabaya, namely by increasing product variations such as adding various types of product brands, variations in size and quality that customers can choose themselves, as well as being more creative in selling their products such as providing good and attractive packaging in order to increase the business performance of UMK Jl. Unesa Tongue Wetan Surabaya. In this research, the variable X2 (Product Creativity) greatly influences Competitive Advantage (Y), where UMK should be more creative in creating food products with new ideas.

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