Analysis of Enhancing Marketing Performance in MSMEs Through Strategies to Boost Local Value-Creation and Competitiveness

DOI

10.2991/978-94-6463-443-3_63How to use a DOI?

Keywords

Competitiveness; Marketing Performance; Small and Medium Enterprises; Value Creation

Abstract

The implementation of value creation strategies in Small and Medium Enterprises (SMEs) within Karawang Regency is a key approach for enhancing their competitiveness. The greater the emphasis on value creation in the operational activities of SMEs, the higher their level of competitiveness. This, in turn, contributes to improved marketing performance for SMEs. The primary research question addressed in this study pertains to the extent of value creation’s impact on the competitiveness of SMEs. The objective of this research is to thoroughly analyze data and information concerning the implementation of value creation strategies and the competitive landscape among SMEs in Karawang Regency. This study employs a descriptive-verification approach, utilizing explanatory surveys and cross-sectional methods to gather primary data via questionnaires. Data analysis for this research was carried out using SPSS Statistics 25. The findings of the study indicate a statistically significant relationship between the creation of local value and competitiveness, with a 2.4% influence of local value on competitiveness. The remaining 97.6% of the factors affecting competitiveness are attributable to other unexamined variables.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hartelina
AU  - Reminta Lumban Batu
AU  - Nanda Puspitasari
AU  - Ayuk Hidayanti
PY  - 2024
DA  - 2024/06/26
TI  - Analysis of Enhancing Marketing Performance in MSMEs Through Strategies to Boost Local Value-Creation and Competitiveness
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 489
EP  - 495
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_63
DO  - 10.2991/978-94-6463-443-3_63
ID  - 2024
ER  -