PENGARUH INOVASI PRODUK DAN PERAN PEREMPUAN TERHADAP KEUNGGULAN BERSAING UMKM KULINER STUDI KASUS PADA ANNAFAD KITCHEN & DIMSUM DI CICALENGKA EKSPOR KE MALAYSIA

Abstract

This research looks at how product innovation and the role of women affect the competitive advantage of Annafad Kitchen & Dimsum, a culinary MSME in Cicalengka that sells frozen dimsum products to the Malaysian export market. The study uses a quantitative approach with multiple linear regression to see how much these two factors influence the business's ability to compete. Data were collected from 95 respondents (active customers and distributor partners), chosen using purposive sampling and the Slovin formula from a population of around 1,800 regular buyers. Respondents filled out a Likert-scale questionnaire, and the data were processed using validity, reliability, and classical assumption tests, then analyzed with multiple linear regression, the t-test, and the F-test in SPSS.

The findings show that product innovation is already in the high/good category (79.80%), mainly because of the shift to frozen, ready-to-cook products, while the business's competitive advantage in the Malaysian market is fairly strong (73.25%). The regression equation is Y = 23.303 + 0.170X1 + 0.204X2. On their own, product innovation and the role of women don't yet have a statistically significant effect on export competitiveness. But together, both factors do have a significant effect (F = 377.996; sig. < 0.001), explaining 4.6% of the variation in competitive advantage, while the remaining 95.4% comes from other factors not covered in this study, such as supply chain issues, export regulations, exchange rates, and digital marketing. In short, becoming more competitive in export markets needs both good products and strong management working together, not just one or the other.