MEMPERKUAT KEUNGGULAN KOMPETITIF MELALUI ENTREPRENEURIAL ORIENTATION: STUDI KASUS INDUSTRI FASHION DI ERA DIGITAL

Fadhilah; Laili Suhairi; Yuli Heirina Hamid

Authors

Fadhilah Jurusan Pendidikan Kesejahteraan Keluarga, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Syiah Kuala, Banda Aceh, Indonesia
Laili Suhairi Jurusan Pendidikan Kesejahteraan Keluarga, Fakultas Keguruan dan Ilmu Pendidikan, Universi
Yuli Heirina Hamid Jurusan Pendidikan Kesejahteraan Keluarga, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Syiah Kuala, Banda Aceh, Indonesia

Keywords:

Entrepreneurial Orientation, Competitive Advantage, Fashion Industry, Innovation, Proactiveness.

Abstract

This study aims to explore the relationship between Entrepreneurial Orientation (EO) and competitive advantage in the context of the fashion industry in Banda Aceh. In the dynamic digital era, it is crucial for fashion industry players to develop an entrepreneurial orientation to maintain their competitive edge. This research was conducted in June 2024 using a descriptive qualitative method. Data were collected through questionnaires distributed to various fashion stores, tailors, and other fashion-related shops in Banda Aceh. EO, which includes the dimensions of innovation, proactiveness, and risk-taking, is considered a key factor that can influence business success in a competitive industry. Through descriptive qualitative analysis, this study identifies the extent to which EO is applied by business actors in the fashion sector and how it contributes to their competitive advantage. The results of the study show that there is a significant positive relationship between EO and competitive advantage. The innovation dimension predominantly influences competitive advantage, followed by proactiveness and risk-taking. Business actors who are more innovative and proactive tend to have greater advantages in terms of product differentiation, market responsiveness, and adaptability to changing fashion trends. This research provides significant contributions to the development of EO theory in the context of the fashion industry and offers practical insights for fashion industry players in Banda Aceh to enhance their competitiveness. By strengthening EO, business actors can be better prepared to face challenges and seize opportunities in the ever-evolving fashion market. These findings are also expected to serve as a basis for policymakers in formulating strategies that support the development of the local fashion industry.

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