INFLUENCE SUPERIORITY COMPETING, CREATIVITY AND INNOVATION IN SUPPORT SUSTAINABILITY OF MSMES

Nanda Ferry Ramadhan

Abstract


Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting national economic growth, particularly in creating jobs and promoting equitable welfare. The location of this study is in the Mukti Rahayu Batik Craft Center in Magetan Regency. The purpose of this study is to prove the sustainability of MSMEs in terms of competitive advantage, creativity, and innovation. The primary data source used in this study is the respondents' answers through questionnaire items. The population consists of 45 employees, with a Non-Probability Sampling method. A quantitative research method was employed using SPSS 25 software. The results of this study indicate that Competitive Advantage does not have a significant positive effect on the sustainability of SMEs, Creativity has a non-significant negative effect on the sustainability of SMEs, and Innovation has a significant positive effect on the sustainability of SMEs.

Keywords : Competitive Advantage, Creativity, Innovation, Sustainability of MSMEs


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References


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