Kontribusi Kualitas produk, Inovasi Pemasaran, dan Strategi Harga dalam Menciptakan Keunggulan Bersaing UMKM Gerabah Daerah Istimewa Yogyakarta
DOI:
https://doi.org/10.54065/jss.5.2.2025.855Keywords:
UMKM Gerabah, Kualitas Produk, Inovasi Pemasaran, Strategi Harga, Keunggulan BersaingAbstract
Ketatnya Persaingan bisnis pada umkm mendorong pelaku usaha untuk mampu menciptakan jeunggulan bersaing guna mempertahankan eksistensinya pada situasi pasar yang semakin dinamis. Penelitian ini bertujuan untuk menguji pengaruh Kualitas Produk, Inovasi Pemasaran, dan Strategi Harga, terhadap Keunggulan Bersaing UMKM Gerabah di Daerah Yogyakarta. UMKM berperan penting dalam perekonomian Indonesia, terutama dalam kerajinan tradisional seperti gerabah. Dengan jumlah UMKM gerabah yang mencapai 300 unit di Kasongan. Penelitian ini menggunakan jenis penelitian kuantitatif. Penenentuan Sampel menggunakan teknik purposive sampling dengan julmah sampel sebanyak 75 pimpinan/penanggungjawab/pemilik UMKM Gerabah di Daerah Istimewa Yogyakarta. Pengumpulan data menggunkan kuesioner yang didistribusikan kepada responden. Teknik analisis data menggunakan regresi linier berganda. Hasil studi menunjukkan bahwa kualitas produk tidak berdampak signifikan terhadap keunggulan bersaing. Sebaliknya inovasi pemasaran dan strategi harga berpengaruh positif dan signifikan secara statistik terhadap peningkatan keunggulan bersaing. Temuan ini menegaskan bahwa inovasi pemasaran dan strategi harga merupakan faktor penting dalam menciptakan keunggulan bersaing UMKM Gerabah di Daerah Istimewa Yogyakarta.
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