THE INFLUENCE OF PRODUCT INNOVATION, MARKETING STRATEGY, AND SERVICE QUALITY ON THE CMPETITIVENESS OF MSMES IN E-PEKEN SURABAYA

Authors

Daka Radhiyan Yahya Universitas Pembangunan Nasional "Veteran" Jawa Timur
Nurul Azizah Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

Keywords:

Product Innovation, Marketing Strategy, Service Quality, Competitivness Msme.

Abstract

This study aims to analyze the influence of product innovation, marketing strategy, and service quality on the competitiveness of MSMEs. The research employs a quantitative approach, with a sample consisting of 96 business actors registered on the E-Peken Surabaya platform. Data were collected through the distribution of questionnaires and analyzed using SPSS software version 29. The results of the study indicate that the three independent variables—namely product innovation, marketing strategy, and service quality—have a significant influence on the competitiveness of MSMEs.

References

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