The Influence of Market Orientation on Competitive Advantage through Innovation in Fashion Sector

Indriyani, Ratih and FELICIA, MICHELLE (2021) The Influence of Market Orientation on Competitive Advantage through Innovation in Fashion Sector. In: The 2nd International Conference on Social Sciences and Humanities (ICSH), 30-07-2021 - 30-07-2021, Surabaya - Indonesia.

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Abstract

The success of a firm depends on its competitive advantage, market orientation and innovation so that it can sustain and excell the business process. Competitive advantage is a superior value in the firm that comes from the use of strategy so that the firm can be better than competitors. Firms that have a market orientation will understand the needs and desires of consumers to focus on their business activities. Innovation refers to new ideas, products, services and technologies, which are created through new production and sales methods. This study aims to determine the influence of market orientation on competitive advantage through innovation in the fashion industry for e-commerce users. The type of this research is an explanatory, and the research method is a quantitative method. The sampling technique was purposive sampling. Respondents in this study were 100 business owners who used e-commerce and were engaged in the fashion industry in Indonesia. The analysis technique used was PLS with the help of smartpls software. The results showed that market orientation has a significant influence on competitive advantage. Market orientation also has a significant influence on innovation. Finally, innovation has a significant effect on competitive advantage.

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