The Effect Of Innovation Strategy On Competitive Advantage In Creative Industries Of Garutian Batik
Galih Abdul Fatah Maulani, Siti Aisah, Intan Permana, Nizar Alam Hamdani

Universitas Garut

Abstract

The creative industry is one of the sectors that has rapidly developed in Indonesia, especially in Garut. One of the typical Indonesian handicrafts that have infiltrated the universal market is batik. This study discusses the effect of innovation strategy on competitive advantage in the creative industry of the Barik Garutan store. Researchers used a causal research design on 30 respondents. The data analysis technique used is Simple Linear Regression with the IBM SPSS Statistic 25 application. This study aims to determine the innovation strategy that influences competitive advantage in the creative industry of Garutan Batik Shop.

Keywords: Innovation Strategy, Competitive Advantage, Garutian Batik, SMEs

Topic: Strategic Management, Entrepreneurship and Contemporary Issues