Citation:

I Komang Sumerta, Tjokorda Gde Agung Wijaya Kesuma Suryawan, I Gede Sudiarta. "The Antecedents of Sustainable Business Mediated By Competitive Advantage: A Study On Micro Small And Medium Enterprises [MSMEs] Klungkung" International Research Journal of Economics and Management Studies, Vol. 3, No. 1, pp. 12-21, 2024.

Abstract:

Ready-to-consume fried peanut products represent a type of souvenir snack that offers a unique regional flavor, serving as a solution for consumers to fulfill their snack preferences. This research discusses the impact of product innovation and social media marketing on sustainable business at Laksmi Devi Nut MSMEs in Nyanglan Village, Klungkung, with competitive advantage variables as intervening variables. This research was conducted to ascertain how product innovation has affected along with social media marketing on sustainable business and competitive advantage, the effect of competitive advantage on sustainable business, and the role of competitive advantage as an intervening variable in mediating the impact of product innovation and social media marketing on sustainable business. The research's population comprises consumers aged 17 and above who have both purchased and consumed Laksmi Devi products, with a sample size of 100 individuals. The data was analyzed using Smart PLS, encompassing examinations of the measurement model, structural model, and hypothesis testing. The outcomes found a positive and insignificant impact of social media marketing and new product creation on sustainable business, a positive and insignificant effect of product innovation and social media marketing on competitive advantage, a negative and insignificant effect of competitive advantage on sustainable business, and competitive advantage does not mediate the effect of product innovation and social media marketing on sustainable business.

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Keywords:

Sustainable Business, Product Innovation, Social Media Marketing, Competitive Advantage.