The Role of Product and Marketing Innovation in Enhancing MSME Competitiveness and Economic Growth

Syaifuddin, Syaifuddin; Rusdian, Suca; Puad, Noor Aimi Mohamad

doi:10.34306/att.v8i2.766

Akses terbuka Jurnal

The Role of Product and Marketing Innovation in Enhancing MSME Competitiveness and Economic Growth

Aptisi Transactions on Technopreneurship (ATT) · Vol. 8 No. 2 (2026) · hlm. 682–695

DOI: 10.34306/att.v8i2.766
ISSN: 2656-8888, 2655-8807
Terbit: 2026-06-12
Penerbit: Pandawan
Bahasa: en
Lisensi: creativecommons.org/licenses/by/4.0

Abstrak

MSMEs play an essential role in regional economic growth, but many still face challenges in improving competitiveness in the era of global competition. Therefore, an innovation-based strategic model is needed to strengthen the position of MSMEs in local and regional markets. This study aims to analyse the effect of product and marketing innovation on the competitive advantage of MSMEs and their impact on regional economic growth through a startupreneurship model approach. This type of research is quantitative and associative with an explanatory approach. The population in this study were MSME players in West Java Province, and the sampling technique used was purposive sampling. The sample obtained was 200 respondents. The data collection technique was carried out by distributing structured questionnaires and data analysis using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results showed that product innovation and marketing innovation positively affect the competitive advantage of MSMEs, which in turn impacts regional economic growth. The startupreneurship model developed in this The startupreneurship model study provides strategic implications for MSMEs to build sustainable advantages through innovation and market orientation synergy. The findings also offer a theoretical contribution to enriching innovation management studies in the micro, small and medium enterprise sectors.

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10 penulis · 19 tautan kepenulisan bersama · 11 lintas organisasi

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Universitas Garut
Universitas Raharja
Universitas Sebelas April
Sekolah Tinggi Ilmu Ekonomi Yasa Anggana
International Islamic University Malaysia
Padjadjaran University
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Rekan penulis	Organisasi	Artikel bersama
Qurotul Aini	Universitas Raharja	1
Azwani Aulia	Padjadjaran University	1
Agung Rizky	Universitas Raharja	1
Archa Erica	Afiliasi tidak diketahui	1
Wufron Wufron	Universitas Garut	1
Wati Susilawati	Universitas Garut	1
Rohimat Nurhasan	Universitas Garut	1

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Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.

Metadata asli (oai_dc)

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	<dc:title xml:lang="en">The Role of Product and Marketing Innovation in Enhancing MSME Competitiveness and Economic Growth</dc:title>
	<dc:creator xml:lang="en">Syaifuddin, Syaifuddin</dc:creator>
	<dc:creator xml:lang="en">Rusdian, Suca</dc:creator>
	<dc:creator xml:lang="en">Puad, Noor Aimi Mohamad</dc:creator>
	<dc:subject xml:lang="en">Product Innovation</dc:subject>
	<dc:subject xml:lang="en">Marketing Innovation</dc:subject>
	<dc:subject xml:lang="en">Competitive Advantage</dc:subject>
	<dc:subject xml:lang="en">Startupreneurship</dc:subject>
	<dc:subject xml:lang="en">MSMEs</dc:subject>
	<dc:description xml:lang="en">MSMEs play an essential role in regional economic growth, but many still face challenges in improving competitiveness in the era of global competition. Therefore, an innovation-based strategic model is needed to strengthen the position of MSMEs in local and regional markets. This study aims to analyse the effect of product and marketing innovation on the competitive advantage of MSMEs and their impact on regional economic growth through a startupreneurship model approach. This type of research is quantitative and associative with an explanatory approach. The population in this study were MSME players in West Java Province, and the sampling technique used was purposive sampling. The sample obtained was 200 respondents. The data collection technique was carried out by distributing structured questionnaires and data analysis using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results showed that product innovation and marketing innovation positively affect the competitive advantage of MSMEs, which in turn impacts regional economic growth. The startupreneurship model developed in this The startupreneurship model study provides strategic implications for MSMEs to build sustainable advantages through innovation and market orientation synergy. The findings also offer a theoretical contribution to enriching innovation management studies in the micro, small and medium enterprise sectors.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-06-12</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/766</dc:identifier>
	<dc:identifier>10.34306/att.v8i2.766</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 8 No. 2 (2026): July; 682-695</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 8 No 2 (2026): July; 682-695</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v8i2</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/766/497</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Syaifuddin, Suca Rusdian, Noor Aimi Mohamad Puad</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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