Membangun Keunggulan Kompetitif Melalui Orientasi Pasar, Kreativitas Produk dan Inovasi Produk Pada IKM Kerajinan Kabupaten Bantul Yogyakarta

Andika Andika, Muinah Fadhilah, Ambar Lukitaningsih


The purpose of this study was to address the gaps in the results of previous studies regarding the effect of market orientation and product creativity on competitive advantage by adding an intervening variable, namely product innovation. This research is located in Bantul Regency, involving 100 respondents who act as owners or managers of IKM Crafts. The sampling technique used was the method Consecutive Sampling. The model analysis technique and hypothesis testing used by researchers is the Partial Least Square (PLS) analysis with SmartPLS 3.3.3 software, while the mediation analysis uses the Sobel test. The results obtained in this study indicate that market orientation has a significant effect on product innovation and competitive advantage; Product creativity has a significant effect on product innovation but not significant on competitive advantage. The results of the single-test analysis show that product innovation is able to significantly mediate the effect of product creativity on competitive advantage but is unable to act as a mediator on the effect of market orientation on competitive advantage. The limitation of this research is that the data collected is limited to IKM Crafts in Bantul Regency. Practical Implications - Craft SMIs should consider the application of product innovation through market orientation and product creativity to build competitive advantage. When product innovation through market orientation and product creativity is implemented properly, competitive advantage can be achieved.


Competitive Advantage; IKM Handicraf; Market Orientation; Product Creativity; Product Innovation.

Full Text:



Aksoy, H. (2017). How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)? Technology in Society, 51, 133–141.

Aktharsha, U. S., & Prabhu, P. (2019). The Effect Of Innovation On Competitive Advantage In It Companies: An Empirical Investigation. A Journal Of Composition Theory, 12(9), 1013–1025.

Anjaningrum, W. D., & Sidi, A. P. (2018). Pengaruh Orientasi Pasar, Inovasi Dan Kreativitas Produk Terhadap Kinerja Industri Kreatif Untuk Mencapai Keunggulan Bersaing. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 12(2), 30–47.

Anwar, M., Rehman, A. U., & Shah, S. Z. A. (2018). Networking and New Venture’s Performance: Mediating Role of Competitive Advantage. International Journal of Emerging Markets.

Assensoh-Kodua, A. (2019). The resource-based view: A tool of key competency for competitive advantage. Problems and Perspectives in Management, 17(3), 143–152.

Atalay, M., Anafarta, N., & Sarvan, F. (2013). The Relationship between Innovation and Firm Performance: An Empirical Evidence from Turkish Automotive Supplier Industry. Procedia - Social and Behavioral Sciences, 75, 226–235.

Ayandibu, A. O., & Houghton, J. (2017). The role of Small and Medium Scale Enterprise in local economic development (LED). Banach Journal of Mathematical Analysis, 11(2), 133–139.

Aydin, H. (2020). Market orientation and product innovation: the mediating role of technological capability. European Journal of Innovation Management, 10(6).

Aziz, N. N. A., & Samad, S. (2016). Innovation and Competitive Advantage: Moderating Effects of Firm Age in Foods Manufacturing SMEs in Malaysia. Procedia Economics and Finance, 35(10), 256–266.

Bantul, P. K. (2019). Laporan Kinerja (LKj) Pemerintah Kabupaten Bantul.

Bashor, C., & Purnama, C. (2017). Factors Affecting Performance Manager and Its Impact on Competitive Advantage: Studies Small Medium Enterprises (SMEs) in The Shoes Industry Mojokerto East Java Province. Mediterranean Journal of Social Sciences, 8(4), 153–162.

Bruno, F. da S., Netto, H. F., & Bruno, A. C. M. (2011). Aspects That Boost Innovative Potential Of Textile And Apparel Industry In Flanders District Of Creativity: Inspirations For The Design Of Policies In Brazil. Revista Produção Online, 11(4), 1028–1058.

Carboni, O. A., & Russu, P. (2018). Complementarity in product, process, and organizational innovation decisions: evidence from European firms. R and D Management, 48(2), 210–222.

Chang, D., & Chen, C.-H. (2014). Understanding the influence of customers on product innovation. International Journal of Agile Systems and Management, 7(3–4), 348–364.

Dastgeer, G., Rehman, A. ur, & Asghar, M. A. (2020). Selection and use of mediation testing methods ; application in management sciences. Business & Economic Review, 12(3), 1–48.

Ernawati, S., & Kurniawati, U. (2020). Pengaruh Kreatifitas Produk Dan Inovasi Produk Terhadap Kepuasan Konsumen Di Steak House Noodles. ISOQUANT : Jurnal Ekonomi, Manajemen Dan Akuntansi, 4(1), 112–119.

Fadhilah, M., & Andriyansah. (2017). Strategic implementation of environmentally friendly innovation of small and medium-sized enterprises in Indonesia. European Research Studies Journal, 20(4), 134–148.

Fazlagić, J., & Skikiewicz, R. (2019). Measuring sustainable development - the creative economy perspective. International Journal of Sustainable Development and World Ecology, 26(7), 635–645.

Ferreira, J., Coelho, A., & Moutinho, L. (2020). Dynamic capabilities, creativity and innovation capability and their impact on competitive advantage and firm performance: The moderating role of entrepreneurial orientation. Technovation, 92–93(November).

Ghorbani, H., Dalvi, M. R., & Hirmanpour, I. (2014). Studying the Effect of Market Orientation on Marketing Effectiveness Case Study : Hotels in Isfahan province. International Journal of Academic Research in Business and Social Sciences, 4(1), 570–579.

Hadiyati, E. (2011). Kreativitas dan Inovasi Berpengaruh Terhadap Kewirausahaan Usaha Kecil. Jurnal Manajemen Dan Kewirausahaan, 13(1).

Hair, J. F., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An Updated and Expanded Assessment of PLS-SEM in Information Systems Research Introduction. Industrial Management & Data Systems, 117(3), 1–41.

Hair, Joseph F, Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Asia-Pacific Pte. Ltd (Second). SAGE Publications, Inc.

Im, S., Montoya, M. M., & Workman, J. P. (2013). Antecedents and consequences of creativity in product innovation teams. Journal of Product Innovation Management, 30(1), 170–185.

Kariuki, A. N. (2017). Effects Of Innovation Strategy In Enhancing Competitive Advantage Among Commercial Banks In Kenya [United States International University-Africa].

Kosar, S. T., Machova, R., & Simonova, M. (2017). Creativity in practice in the context of applied management methods and tools. Marketing and Management of Innovations, 2, 182–195.

Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing? Journal of Marketing, 75(1), 16–30.

Kumbara, V. B., & Afuan, M. (2019). The Influence of Product Innovation and Market Orientation on the Competitive Advantages of Bengkuang Processed Products in Padang. International Journal of Latest Engineering and Management Research (IJLEMR), 04(09), 31–38.

Kumlu, O. (2014). The Effect of Intangible Resources and Competitive Strategies on the Export Performance of Small and Medium Sized Enterprises. Procedia - Social and Behavioral Sciences, 150, 24–34.

Kurniasari, R. ., & Utama, A. (2018). the Effect of Product Innovation, Product Creativity, and Product Quality on Competitive Advantage (a Case Study of Handicraft Enceng Gondok “Akarâ€). Manajemen Dan Bisnis Indonesia, 3, 467–477.

Ladipo, P. K. A., Rahim, A. G., Oguntoyibo, C. A., & Okikiola, I. O. (2016). Market Orientation and Business Performance a Study of Interrelationships and Effects in a Small sized Hotels within Lagos State Metropolis. Academic Journal of Economic Sudies, 2(4), 98–119.

Lee, N., & Rodríguez-Pose, A. (2014). Innovation in Creative Cities: Evidence from British Small Firms. Industry and Innovation, 21(6), 494–512.

Mamun, A. Al, Mohiuddin, M., Fazal, S. A., & Ahmad, G. Bin. (2018). Effect of entrepreneurial and market orientation on consumer engagement and performance of manufacturing SMEs. Management Research Review, 41(1), 133–147.

Marinho, E. da S., González, M. O. A., Galvão, M. S., Araújo, A. C. C. de, Rosa, M. S. C., & Pereira, J. R. (2016). Relationship between creativity and product innovation: A literature review. Product Management & Development, 14(1), 32–37.

Moarefi, A., & Sweis, R. J. (2018). Sobel Test.

Muharam, D. R. (2017). Penerapan Konsep Resources-Based View (Rbv) Dalam Upaya Mempertahankan Keunggulan Bersaing Perusahaan. Jurnal Ilmu Administrasi: Media Pengembangan Ilmu Dan Praktek Administrasi, 14(1), 82–95.

Na, Y. K., Kang, S., & Jeong, H. Y. (2019). The Effect of Market Orientation on Performance of Sharing Economy Business : Focusing on Marketing Innovation and Sustainable Competitive Advantage. Sustainability Article, 11, 1–19.

Noviani, L. (2020). Pengaruh Inovasi Produk, Kreativitas Produk, Dan Kualitas Produk Terhadap Keunggulan Bersaing (Studi Kasus Pada Kerajinan Tikar Eceng Gondok†Liarâ€. Jurnal Manajemen Dan Bisnis, 2(01), 2076–2086. 10.47080

Nuryakin. (2018). Competitive advantage and product innovation: Key success of Batik SMEs marketing performance in Indonesia. Academy of Strategic Management Journal, 17(2), 1–17.

Odumeru, J. A. (2013). Innovation and Organisational Performance. Kuwait Chapter of Arabian Journal of Business and Management Review, 2(12), 18–22.

Ogbeibu, S., Emelifeonwu, J., Senadjki, A., Gaskin, J., & Kaivo-oja, J. (2019). Technological turbulence and greening of team creativity, product innovation, and human resource management: Implications for sustainability. Journal of Cleaner Production, 1–49.

Petry, J. F., Uchoa, A. G. F., Mendonça, M. B. de, Magalhaes, K. de L., & Benchimol, R. M. B. (2020). The creative economy: an ethnographic framework for handcrafts in the Alto Solim~oes region of the Brazilian Amazon. International Journal of Social Economics.

Piffer, D. (2012). Can creativity be measured? An attempt to clarify the notion of creativity and general directions for future research. Thinking Skills and Creativity, 7(3), 258–264.

Pratono, A. H., Darmasetiawan, N. K., Yudiarso, A., & Jeong, B. G. (2019). Achieving sustainable competitive advantage through green entrepreneurial orientation and market orientation: The role of inter-organizational learning. Bottom Line, 32(1), 2–15.

Puspaningrum, A. (2020). Market Orientation, Competitive Advantage and Marketing Performance of Small Medium Enterprises (SMEs). Journal of Economics, Business, & Accountancy Ventura, 23(1), 19.

Putra, I. G. D., & Rahanatha, G. B. (2017). Peran Inovasi Produk Memediasi Orientasi Pasar Terhadap Kinerja Pemasaran. 6(8), 4361–4390.

Raju, P. S., Lonial, S. C., & Crum, M. D. (2011). Market orientation in the context of SMEs: A conceptual framework. Journal of Business Research, 64(12), 1320–1326.

Reguia, C. (2014). Product Innovation and the Competitive Advantage. European Scientific Journal, 1(June), 140–157.

Rifa’i, M., Sasongko, T., & Indrihastuti, P. (2019). Meningkatkan Keunggulan Bersaing Produk Melalui Inovasi Dan Orientasi Pasar Pada Usaha Sektor Industri Kreatif Di Kota Malang. J u r n a l E K B I S, 20(1), 1194–1205.

Roach, D. C., Ryman, J., & White, J. (2014). Culture, Conduct And Innovation: A Deconstruction Of Market Orientation. Journal of Research in Marketing and Entrepreneurship, 16(2).

Romli, M. E. (2019). Kreativitas dan Inovasi Dalam Pemasaran Untuk Mempertahankan dan Mengembangkan Kinerja Merek. Jurnal Media Wahana Ekonomika, 16(3), 218.

Ruzikna. (2018). Implementasi kreativitas bisnis dan pengaruhnya terhadap keunggulan bersaing. Jurnal Aplikasi Bisnis, 8(2), 89–94.

Salerno, M. S., Gomes, L. A. D. V., Da Silva, D. O., Bagno, R. B., & Freitas, S. L. T. U. (2015). Innovation processes: Which process for which project? Technovation, 35, 59–70.

Sarooghi, H., Libaers, D., & Burkemper, A. (2015). Examining the relationship between creativity and innovation: A meta-analysis of organizational, cultural, and environmental factors. Journal of Business Venturing, 30(5), 714–731.

Shaher, A. T. H. Q., & Ali, K. A. M. (2020). The effect of entrepreneurial orientation and knowledge management on innovation performance: The mediation role of market orientation. Management Science Letters, 10(15), 3723–3734.

Sombultawee, K., & Boon-itt, S. (2018). Marketing-operations alignment: A review of the literature and theoretical background. Operations Research Perspectives, 5, 1–12.

Streimikiene, D., & Kac erauskas, T. (2020). The creative economy and sustainable development : The Baltic States. ERP Environment and John Wiley & Sons Ltd, 7, 1–10.

Suhaeni, T. (2018). Pengaruh Strategi Inovasi Terhadap Keunggulan Bersaing di Industri Kreatif (Studi Kasus UMKM Bidang Kerajinan Tangan di Kota Bandung). Jurnal Riset Bisnis Dan Investasi, 4(1), 57.

Sukartini, N. W., Kencanawati, A. A. A. M., & Lasmini, N. K. (2019). Market Orientation and Its Impact on Product Innovation and Marketing Performance of SMEs in Bali. Advances in Social Science, Education and Humanities Research, 383, 218–221.

Sukaryawan, I. M. (2013). Pengaruh Orientasi Pasar, Kewirausahaan, Dan Inovasi Terhadap Kinerja Bisnis Pada Perusahaan Aspal-Beton (Hotmix) Di Jabodetabek. Jurnal MIX, 3(2), 231–246.

Sutapa, Mulyana, & Wasitowati. (2017). The Role of Market Orientation, Creativity and Innovation in Creating Competitive Advantages and Creative Industry Performance. Jurnal Dinamika Manajemen, 8(2), 152–166.

Symons, J., & Hurley, U. (2018). Strategies for connecting low income communities to the creative economy through play: two case studies in Northern England. Creative Industries Journal, 11(2), 121–136.

Talaja, A., MioÄević, D., Alfirević, N., & PaviÄić, J. (2017). Market Orientation, Competitive Advantage and Business Performance: Exploring the Indirect Effects. Drustvena Istrazivanja, 26(4).

Tarus, V., Boit, R., & Korir, M. (2017). Incremental Innovation And Firm’s Competitive Advantage: A Quantitative Analysis Approach. International Journal of Quantitative and Qualitative Research Methods, 5(1), 22–30.

Tremblay, G. (2011). Criatividade e pensamento crítico. Intercom: Revista Brasileira de Ciências Da Comunicação, 34(1), 255–266.

Udriyah, Tham, J., & Ferdous Azam, S. M. (2019). The effects of market orientation and innovation on competitive advantage and business performance of textile smes. Management Science Letters, 9(9), 1419–1428.

Valaei, N., Rezaei, S., & Ismail, W. K. W. (2017). Examining learning strategies, creativity, and innovation at SMEs using fuzzy set Qualitative Comparative Analysis and PLS path modeling. Journal of Business Research, 70, 224–233.

Wang, H.-L. (2014). Theories for competitive advantage. Being Practical with Theory: A Window into Business Research, January 2014, 33–43.

Wilches, A. C. O., Valencia, J. C. N., & Jimenez, D. J. (2018). Market orientation and innovation: Do structure and environment moderate this relationship? Espacios, 39(42).

Wiyono, G. (2020). Merancang Penelitian Bisnis Dengan Alat Analisis SPSS 25 & SmartPLS 3.2.8 (Kedua). UPP STIM YKPN.

Yay, M. (2017). the Mediation Analysis With the Sobel Test and the Percentile Bootstrap. International Journal of Management and Applied Science, 3(2), 978–993.

Yuniarti, S., Imron, A., Sanusi, A., & Chandrarin, G. (2018). An empirical study on income equality, economic growth and financial inclusion in Indonesia: model development on SMEs financing. International Journal of Education Economics and Development, 9(4), 346.

Yusuf, R., Veranita, M., Hendrayati, H., & Nur, N. (2020). The Influence Of Creativity And Innovation On Competitive Excellence On Cv . Tory Catering Bandung (Smes). Proceeding of IICSDGs, 3(1), 28–33.

Zainul, M., Astuti, ndang S., Arifin, Z., & Utami, H. N. (2016). The Effect of Market Orientation toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance. Journal of Administrative Sciences and Policy Studies, 4(1), 1–19.

Zaman Khan, S., Waheed, A., Arshad, S., Rafique, K., & Laeeq, M. (2016). How Market Orientation Helps to Gain Competitive Advantages in New Product Offering (Comparative Analysis between Market Oriented & Non-Market Oriented Firms). International Journal of Advances in Management, Economics and Entrepreneurship, 3(3), 1–7.

Zameer, H., Wang, Y., & Yasmeen, H. (2019). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247.

Zizlavsky, O. (2011). Involving customers in the innovation process as a means of increasing business performance. Journal of Competitiveness, 3(1), 15–24.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email:

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.