Competitive Strategy Through Collaborative Value Creation and Digital Innovation in Garut Regency Food SMEs Megha Sakova1, Agus Rahayu2, Lili Adi Wibowo³, Dini T. Alamanda4
Universitas Pendidikan Indonesia
Departement of Management. Faculty of Economic and Business Education Universitas Pendidikan Indonesia
Jalan Dr Setiabudhi No 229
Kota/Kabupaten Kota Bandung - Prov. Jawa Barat - Indonesia
Kode Pos 40154
Abstract
Introduction/Main Objective: Collaboration Value creation and digital innovation as one of the ways that can be considered in a competitive strategy for traditional food MSME persons in Garut Regency. Background of the Problem: In the era of the Covid 19 pandemic, traditional food MSMEs experienced a decline in sales, because the number of tourists visiting Garut Regency decreased drastically. The gap in this study is that MSME persons who sell traditional food still have shortcomings in product co-creation and still lack in the use of digital innovation. Research Methods: The research method used is a quantitative descriptive method with the type of online observation of the traditional food SMEs google form for the period March 2022 to May 2022. Findings/Results: Based on the results of the analysis it was found that product co-creation value and digital innovation simultaneously have a significant effect on competitive advantage. There is a positive and partially significant effect between the value of competitive advantage products on traditional food SMEs. There is a positive and partially significant effect between digital innovation and competitive advantage for traditional food MSME persons. Efforts to increase the competitive advantage of traditional food MSME persons can be done by creating added value and using social media as a digital innovation so that the products sold can be reached by all consumers. Conclusions and implications: co-creation value and innovation can expand market share, introduce more traditional food variants in Garut Regency, improve the economy of MSME persons and sell traditional food products during a pandemic.
Keywords: Co-creation Value Strategy, Digital Innovation, Competitive Advantage
Topic: Strategic Management, Entrepreneurship and Contemporary Issues
