Multiple Regression for Analyzing Competitive Strategies in Food SMEs Post Pandemic Covid at Madiun Municipality

Tatik Mulyati; Dhiyan Septa Wihara; Rabhi Fathan Muhammad; Choirum Rindah Istiqaroh

doi:10.29407/nusamba.v11i1.27234

Authors

Tatik Mulyati Universitas Merdeka Madiun
Dhiyan Septa Wihara Universitas Negeri Surabaya
Rabhi Fathan Muhammad Universitas Singaperbangsa Karawang
Choirum Rindah Istiqaroh Universitas Merdeka Madiun

DOI:

https://doi.org/10.29407/nusamba.v11i1.27234

Keywords:

Competitive strategy, Entrepreneurial orientation, Product innovation, Instagram endorsements

Abstract

Research aim : This study aims to analyze competitive strategies of food and beverage MSMEs in Madiun Municipality during the post-Covid-19 recovery period through entrepreneurial orientation, product innovation, and Instagram endorsements.

Design/Methods/Approach : The research uses a quantitative descriptive method. A purposive sampling technique was employed to obtain 395 respondents from MSME owners. Data collection used questionnaires and interviews, while multiple linear regression was applied as the analytical technique.

Research Finding : The results show that product innovation and Instagram endorsements significantly affect competitive strategy, while entrepreneurial orientation does not. Simultaneously, entrepreneurial orientation, product innovation, and Instagram endorsements together influence competitive strategies.

Theoretical contribution/Originality : The study strengthens the role of social media marketing and product innovation in shaping MSME competitive strategies post-pandemic, while questioning the traditional assumption that entrepreneurial orientation always plays a dominant role.

Practitioner/Policy implication : MSME actors are advised to continue innovating products and using social media endorsements to maintain competitiveness. Policy support should focus on digital transformation and capacity building for SMEs.

Research limitation : This study is limited to the food and beverage MSME sector in Madiun City. Broader research is needed by comparing across regions and involving other factors such as market orientation and brand image.

Downloads

Download data is not yet available.

Abstract views: 2 , PDF downloads: 5

References

[1] M. I. Modjo, “Mapping the Road to Post-Pandemic Economic Strengthening,” The Indonesian Journal of Development Planning, vol. IV, no. 2, June 2022.

[2] R. Baral, S. K. Singh, and S. S. Rathore, "Impact of COVID-19 on Micro, Small and Medium Enterprises," in Resilience and Sustainable Enterprises, 2023.

[3] D. A. Sari, A. S. Lestari, and A. F. Lubis, “The Role of Entrepreneurial Marketing in Improving MSME Performance during the Covid-19 Pandemic,” Jurnal Manajemen dan Pemasaran Jasa, 2023.

[4] S. Singh, M. Kumar, and P. Sharma, "Government Policies and SME Resilience," in Navigating the Post-Pandemic Era, 2023.

[5] S. Haryati, "MSME Digital Marketing Strategy in the New Normal Era," Jurnal Ekonomi dan Bisnis, 2021.

[6] R. W. Caraka, B. D. Setiawan, and Y. Chen, "Human Resource Digitalization in SMEs," Journal of Small Business Management, 2023.

[7] X. Gao, Z. Li, and L. Wang, "The Role of E-commerce Training for SME Sustainability," Sustainability, 2023.

[8] P. Joshi, R. Kumar, and A. Singh, "Digitalization Challenges for Small and Medium Enterprises," Journal of Global Operations and Strategic Sourcing, 2024.

[9] H. Hidayat, P. Susanto, and D. Patrisia, “Resilience of MSMEs in Indonesia Post-Pandemic: Bibliometric Analysis of Digital Transformation,” Jurnal Manajemen Motivasi, vol. 22, no. 1, pp. 174–190, 2026.

[10] G. G. Lumpkin and G. T. Dess, “Clarifying the entrepreneurial orientation construct and linking it to performance,” Academy of management Review, vol. 21, no. 1, pp. 135-172, 1996.

[11] D. Miller, “The correlates of entrepreneurship in three types of firms,” Management science, vol. 29, no. 7, pp. 770-791, 1983.

[12] J. G. Covin and D. P. Slevin, “A conceptual model of entrepreneurship as firm behavior,” Entrepreneurship theory and practice, vol. 16, no. 1, pp. 7-26, 1991.

[13] J. Wiklund and D. Shepherd, “Entrepreneurial orientation and small business performance: a configurational approach,” Journal of business venturing, vol. 20, no. 1, pp. 71-91, 2005.

[14] M. E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance. Free Press, 1985.

[15] R. J. Calantone, S. T. Cavusgil, and Y. Zhao, “Learning orientation, firm innovation capability, and firm performance,” Industrial marketing management, vol. 31, no. 6, pp. 515-524, 2002.

[16] K. Freberg, K. Graham, K. McGaughey, and L. A. Freberg, “Who are the social media influencers? A study of public perceptions of personality,” Public relations review, vol. 37, no. 1, pp. 90-92, 2011.

[17] M. De Veirman, V. Cauberghe, and L. Hudders, “Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude,” International Journal of Advertising, vol. 36, no. 5, pp. 798-828, 2017.

[18] I. Fatmawati, A. Y. A. Fianto, and W. H. Saty, “The Role of Digital Marketing and Entrepreneurial Orientation on MSMEs' Performance,” Journal of Economics, Business, & Accountancy Ventura, vol. 23, no. 3, pp. 385-397, 2021.

[19] S. A. Zahra and J. G. Covin, “Contextual influences on the corporate entrepreneurship-performance relationship: A longitudinal analysis,” Journal of business venturing, vol. 10, no. 1, pp. 43-58, 1995.

[20] S. Pardi, Suharyono, I. Suyadi, and Z. Arifin, “The Effect of Market Orientation and Entrepreneurial Orientation toward Learning Orientation, Innovation, Competitive Advantages and Marketing Performance,” European Journal of Business and Management, vol. 6, no. 21, pp. 69–81, 2014.

[21] S. Haji, R. Arifin, and M. Khoirul, “The Influence of Entrepreneurial Orientation, Product Innovation, Competitive Advantage on Marketing Performance of Clove Business in Bawean,” Scientific Journal of Management Research, vol. 06, no. 2, pp. 83–95, 2017.

[22] E. Jayaningrum, “The Influence of Market Orientation, Innovation, Entrepreneurial Orientation on Competitive Advantage and Marketing Performance (Study on Culinary Cafe in Malang City),” Journal of Business Administration, vol. 54, no. 1, pp. 149–158, 2018.

[23] A. Amzul et al., “MSME product innovation as a competitiveness strategy in local and global markets,” Journal of Social Science and Innovation, 2024.

[24] A. Supriyanto, H. R. Sukrina, and M. Z. Abidin, “The Influence of Market Orientation and Product Innovation on Competitive Advantage (Study on Kopiah Haji MSMEs in Hulu Sungai Tengah Regency),” in Proceedings of the AIMI National Seminar, 2017, pp. 27–28.

[25] E. Zulfida, Sunarti, and E. Yulianto, “The Influence of Innovation on Competitive Advantage and Marketing Performance (Census on Sanan Tempe Chips MSMEs),” Journal of Business Administration, vol. 40, no. 2, 2016.

[26] J. Knoll and J. Matthes, "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, vol. 45, no. 1, pp. 55-75, 2017.

[27] F. A. Restanti, A. Kusumawati, and L. D. R. Devita, “The Influence of Celebrity Endorsers and Electronic Word of Mouth on Purchase Intention and its Impact on Purchase Decisions,” Journal of Business Administration, vol. 68, pp. 28-37, 2019.

[28] S. Kusuma, “Digital transformation and resilient business models: Unlocking competitive advantage in post-pandemic SMEs,” Journal of Economics and Management Sciences, vol. 8, no. 1, pp. 1–6, 2025.

[29] C. Kar Kei, “Influencer marketing to youth: The impact of Instagram influencer on healthy food choices among youth,” Journal of Communication, Language and Culture, vol. 4, no. 1, pp. 101–117, 2024.

[30] Supramono et al., “Dynamic capabilities and financial behavior to accelerate MSME performance recovery and its impacts on business sustainability,” Journal of Innovation and Entrepreneurship, vol. 14, no. 1, 2025.

[31] A. Albers, B. Gladysz, N. Heitger, and M. Wilmsen, “Categories of product innovations – A prospective categorization framework for innovation projects in early development phases based on empirical data,” Procedia CIRP, vol. 50, pp. 135–140, 2016. doi:10.1016/j.procir.2016.05.083.

[32] W. Ardani, “Improving the Competitive Advantage of MSMEs Through the Implementation of E-Marketing and Product Innovation,” Marketica: Scientific Journal of Marketing, vol. 1, no. 2, pp. 63–70, 2024.

[33] R. Danniswara, P. Sandhyaduhita, and Q. Munajat, "The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision: A Case of Instagram," in Research Anthology on Social Media Advertising and Building Consumer Relationships, 2022.