Pengaruh Kualitas Produk, Customer Relationship Management, dan Inovasi Pemasaran terhadap Keunggulan Bersaing UMKM Batik di Daerah Istimewa Yogyakarta
DOI:
https://doi.org/10.54065/jss.5.2.2025.854Keywords:
Kualitas Produk, Customer Relationship Management, Inovasi Pemasaran, Keunggulan Bersaing, UMKM BatikAbstract
Tingginya tingkat persaingan bisnis pada UMKM menjadi salah satu pendorong bagi pelaku bisnis untuk dapat bertahan ataupun unggul dalam persaingan. Dalam konteks tersebut, pelaku usaha dituntut untuk memiliki strategi yang mampu menciptakan dan mempertahankan keunggulan bersaing. Oleh karena itu, penelitian ini bertujuan untuk mengkaji pengaruh kualitas produk, customer relationship management, dan inovasi pemasaran terhadap keunggulan bersaing UMKM Batik di Daerah Istimewa Yogyakarta. Fenomena semakin kompleksnya dinamika pasar dan meningkatnya ekspektasi konsumen menjadikan aspek kualitas produk, customer relationship management, dan inovasi pemasaran sebagai elemen penting dalam strategi bertahan di pasar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian sebanyak 100 responden yang terdiri dari pimpinan/penanggungjawab/pemilik UMKM batik di Daerah Istimewa Yogyakarta yang telah beroperasi minimal dalam 3 tahun terakhir. Instrumen penelitian berupa kuesioner dengan skala Likert dan data dianalisis menggunakan metode regresi linier berganda. Hasil penelitian ini membuktikan bahwa Kualitas Produk tidak berpengaruh signifikan terhadap keunggulan bersaing UMKM Batik di Daerah Istimewa Yogyakarta. Sebaliknya, Customer Relationship Management berpengaruh positif dan signifikan terhadap Keunggulan Bersaing UMKM Batik di Daerah Istimewa Yogyakarta. Sementara itu, Inovasi Pemasaran juga berpengaruh positif dan signifikan terhadap Keunggulan Bersaing UMKM Batik di Daerah Istimewa Yogyakarta. Hal ini menegaskan bahwa penguatan relasi dengan pelanggan dan kreativitas dalam pemasaran merupakan kunci penting dalam menciptakan daya saing. Penelitian ini memberikan kontribusi praktis bagi pelaku UMKM dalam merancang strategi bisnis yang adaptif dan relevan di tengah kompetisi yang semakin ketat.
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