PENGARUH INOVASI PRODUK DAN DIGITAL MARKETING TERHADAP KEUNGGULAN BERSAING PADA UMKM FASHION DI KECAMATAN CIKARANG UTARA KABUPATEN BEKASI

UMKM are community business units owned by individuals or business entities that operate in all business fields. One area that is quite popular with consumers is the fashion sector. The strategy of UMKM players in achieving competitive advantage can be influenced by Product Innovation and Digital Marketing. The problem formulation in this research is to find out whether Product Innovation and Digital Marketing can influence Competitive Advantage partially or simultaneously. This research uses quantitative methods. The population of this research is Fashion UMKM in Bekasi Regency with a sample size of 32 people. The data analysis techniques used in this research are validity and reliability tests, classical assumption tests, t tests, coefficient of determination tests, and multiple linear regression analysis using the SPSS 22 application. The results of the analysis in this research Product Innovation has no effect on Competitive Advantage and Digital Marketing has a positive effect on Competitive Advantage and simultaneously Product Innovation and Digital Marketing have a positive effect on Competitive Advantage in Fashion UMKM in Bekasi Regency.

Keywords: fashion UMKM, Product Innovation, Digital Marketing, Competitive Advantage