Competitive Advantage Model of Culinary MSMEs In West Java


  • Siska Ernawati Fatimah Universitas Swadaya Gunung Jati, Cirebon, Indonesia
  • Ario Purdianto Universitas Swadaya Gunung Jati, Cirebon, Indonesia



Market Orientation, Entrepreneurial Orientation, Competitive Advantage


The MSMEs sector as a form of people's economy, has become an industrial sector that is relatively able to survive amid the global economic downturn due to the COVID-19 pandemic. However, the MSME sector on the other hand also has problems in the growth rate of performance and increasing the scale of its business. The author identified this because of his ability to map the orientation of strategic policy formulation which is still low. In this study, the author tries to dissect with the concept of entrepreneurial marketing to examine the extent of the ability of the MSMEs sector to transform from traditional marketing concepts to entrepreneurial marketing. Associative quantitative research methods are used to find out how the conditions of the research variables and the relationship between exogenous variables and their endogenous. The sampling technique is carried out by proportional-clustered-random-sampling. Research data sources include primary and secondary data sources with data collection through observation, literature studies, interviews and questionnaires. The analysis technique uses SEM analysis with the LISREL 8.0 program. The results showed that descriptively the conditions of market orientation and competitive advantage are in the criteria of not being good towards good, while entrepreneurial orientation is in the criteria of not being good towards excellent. The results also showed a significant influence of market orientation and entrepreneurial orientation on competitive advantage. The importance of the MSMEs sector to apply the concept of learning orientation in orderto improve their entrepreneurial ability.