The influence of product creativity on competitive advantage

Abstract

This research aimed to explore and analyse the influence of product creativity on competitive advantages in Micro, Small, or Medium Enterprises (MSMEs) within the ceramic centres in Plered Purwakarta. Given that competition in ceramic MSMEs has been becoming steadily more challenging, this research speaks to a practical challenge that must be addressed for their continued survival within this region. The method used in this study is descriptive verificative and is accomplished through regression and correlation analysis techniques. The sample in this study is 65 respondents. The study's descriptive analysis results found that of the total population of ceramic workers in the sample, 65.9% of them were sufficiently creative. When analysing the subconstructs of creativity used in this study, "product novelty" indicators were the highest, with the lowest indicator being "product transformation". The variable value of competitive advantage total score of 63.4% indicates that the target population is quite competitive regarding "price advantage" indicators. However, they scored low on general competition level indicators.