COMPETITIVE ADVANTAGE STRATEGY THROUGH MARKETING COMPETENCE AND INNOVATION FOR SMES WITH DISABILITIES IN BEKASI CITY
Keywords:
Competitive Advantage, competence, capability, innovationAbstract
SMEs are businesses that have an important role in the Indonesian economy, because they can create jobs and broaden the business side. Therefore, the existence of SMEs, although viewed from the side of capital, is classified as minimal, their existence cannot be underestimated. In 2020, it is estimated that the number of SMEs will decrease where in that year, the world was hit by a pandemic which triggered negative sentiment in the business world including SMEs. According to the Office of Cooperatives and Small Enterprises (KUK) of West Java Province, currently there are 271,000 micro, small and medium enterprises (SMEs) with disabilities in West Java. This figure shows that business opportunities are open to anyone and that people with disabilities also have competitiveness in the business world.One of the cities in West Java Province, namely Bekasi City, is a disability-friendly city, so it is important to develop SMEs with disabilities.So a competitive advantage is needed for SMEs with disabilities so that SMEs with disabilities have different things from their competitors. Competitive advantage is seen from marketing competence because marketing is needed so that people are familiar with the products produced by SMEs with disabilities. In addition, innovation is needed to continue to provide a unique and different side of the products it produces. Marketing capability mediates between marketing competence and competitive advantage because capability is a collection of competencies and knowledge. So this research looks at the effect of marketing competence, marketing capability and innovation on competitive advantage strategiesThe results of the study show that marketing competence has a positive and significant effect on competitive advantage, Innovation has a significant positive effect on competitive advantage, capability has a not significant positive effect on competitive advantage, Competence has a significant positive effect on capability, Capability mediates a positive but insignificant effect of Competence on Competitive Advantage .
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