Ika Fitriyani, Novi Kadewi Sumbawati, Wahyu Haryadi, Asmini Asmini, Ismawati Ismawati

PENGUATAN KEUNGGULAN BERSAING MELALUI KEMAMPUAN INOVASI DAN ORIENTASI PASAR

Introduction

Penguatan keunggulan bersaing melalui kemampuan inovasi dan orientasi pasar. Tingkatkan keunggulan bersaing UMKM di Sumbawa dengan kemampuan inovasi & orientasi pasar. Pelajari strategi pemasaran efektif untuk daya saing di era digital.

Abstract

Kegiatan pengabdian ini bertujuan untuk memberikan edukasi kepada pelaku UMKM di Kecamatan Sumbawa tentang pentingnya kemampuan inovasi dan orientasi pasar dalam meningkatkan daya saing. Metode kegiatan ini melalui wawancara langsung kepada responden. Populasi dalam kegiatan ini adalah seluruh UMKM yang beroperasi di Kecamatan Sumbawa, dengan Teknik pengambilan sampel menggunakan purposive sampling. Data dikumpulkan melalui daftar wawancara terstuktur kepada responden. Daftar wawancara tersebut meliputi identifikasi dari variabel penelitian di antaranya kemampuan inovasi dan orientasi pasar. Hasil dari kegiatan pengabdian ini adalah menambah wawasan dan pengetahuan serta informasi yang luas tentang penguatan keunggulan bersaing melalui kemampuan inovasi dan orientasi pasar. Khususnya pelaku UMKM agar lebih fokus dalam megembangkan strategi pemasaran melalui peningkatan inovasi dan orientasi pasar serta memahamai kebutuhan pasar untuk memperkuat daya saing mereka di perubahandinamika lingkungan bisnis di era digital.

Review

The submitted work, titled "PENGUATAN KEUNGGULAN BERSAING MELALUI KEMAMPUAN INOVASI DAN ORIENTASI PASAR" (Strengthening Competitive Advantage through Innovation Capability and Market Orientation), presents a highly relevant community service initiative. The abstract clearly articulates the objective: to educate Micro, Small, and Medium Enterprises (MSMEs) in Sumbawa District on the critical roles of innovation capability and market orientation in enhancing their competitiveness. This focus is particularly pertinent in the current dynamic and digital business landscape, making the effort to equip local MSMEs with strategic knowledge a commendable and timely endeavor. A key strength of this activity lies in its direct practical application and engagement with the target audience. By utilizing direct interviews and focusing on identifying crucial variables such as innovation capability and market orientation, the initiative aims to provide broad knowledge and information directly to entrepreneurs. The stated outcome of increasing participants' insight and understanding regarding developing marketing strategies through enhanced innovation and market orientation directly addresses a core need for MSMEs striving to fortify their position and adapt to evolving market demands. This direct knowledge transfer is a vital step towards fostering a more robust and competitive local business ecosystem. While the educational objective is clearly achieved and valuable, the abstract could benefit from a more detailed description of the methodological rigor typical of a research output. Further elaboration on the specific criteria for the purposive sampling, the number of MSMEs interviewed, and the nature of the "structured interview list" beyond merely identifying variables would enhance transparency and replicability. More critically, while the abstract concludes that the activity "adds wawasan dan pengetahuan" (insight and knowledge), it does not elaborate on how this knowledge transfer or understanding is *measured* or *linked* to actual, observable improvements in competitive advantage. Future work could be strengthened by incorporating pre- and post-intervention assessments or qualitative evidence of changes in MSME practices and performance, thereby providing a more empirical demonstration of the impact on competitive advantage rather than primarily focusing on the educational output.

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