Strategy to Enhance MSME Competitiveness in Maros: Key Factors and Technology’s Role

Asimah Asimah ()
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Asimah Asimah: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 1900-1911 from Springer

Abstract: Abstract This research aims to analyze the influence of Service, Price and Product Innovation on Increasing MSME Sales in Maros Regency, with Digitalization as a moderating variable. Using quantitative methods with approaches Structural Equation Modeling (SEM), data was obtained from 99 respondents who were owners or managers of MSMEs. Validity and reliability testing was carried out first, where the test results showed that this research instrument was valid and reliable. The results of the analysis show that the three independent variables—Service, Price, and Product Innovation—have a significant influence on Increased Sales. Product Innovation has the greatest influence on increasing sales, followed by Service and Price. In addition, digitalization as a moderating variable is proven to strengthen the relationship between the independent variable and increased sales. Digitalization allows MSMEs to provide more responsive services, manage prices more effectively, and promote product innovation more widely. These findings emphasize the importance of implementing digital technology to increase the competitiveness of MSMEs in the era of digitalization..

Keywords: Service; Price; Innovation; Digitalization; Increased; MSMEs (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_151

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DOI: 10.2991/978-94-6463-758-8_151

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