PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI PENGARUH STRATEGI DIFERENSIASI DAN INOVASI PRODUK TERHADAP KINERJA PERUSAHAAN START-UP DI YOGYAKARTA
DOI:
https://doi.org/10.32477/jkb.v34i1.1284Keywords:
strategi diferensiasi, inovasi produk, keunggulan bersaing, kinerja perusahaan, startup YogyakartaAbstract
Penelitian ini bertujuan untuk menguji pengaruh strategi diferensiasi dan inovasi produk terhadap keunggulan bersaing serta kinerja perusahaan pada startup di Yogyakarta. Dalam konteks kompetisi digital yang sangat dinamis, startup dituntut untuk menghadirkan keunikan dan solusi inovatif guna mempertahankan posisi pasar. Dengan menggunakan pendekatan kuantitatif asosiatif dan teknik analisis SEM-PLS, penelitian ini melibatkan 254 responden karyawan dari 16 startup lokal. Hasil penelitian menunjukkan bahwa strategi diferensiasi dan inovasi produk berpengaruh signifikan terhadap keunggulan bersaing. Selanjutnya, strategi diferensiasi dan keunggulan bersaing terbukti berpengaruh langsung terhadap kinerja perusahaan. Sementara itu, inovasi produk tidak berpengaruh langsung terhadap kinerja perusahaan, namun memberikan dampak tidak langsung yang signifikan melalui keunggulan bersaing sebagai variabel mediasi. Temuan ini menegaskan bahwa keunggulan bersaing berperan sebagai mekanisme kunci yang menjembatani pengaruh inovasi produk terhadap peningkatan kinerja Perusahaan. Penelitian ini menggarisbawahi pentingnya membangun keunggulan bersaing berbasis inovasi dan diferensiasi untuk mengoptimalkan performa startup secara berkelanjutan. Kontribusi teoretis diberikan dalam bentuk integrasi pendekatan RBV dan dynamic capabilities dalam konteks startup lokal. Implikasi praktis mencakup pentingnya desain strategi inovasi yang terarah dan terintegrasi dengan diferensiasi nilai yang konkret. Temuan ini dapat menjadi acuan pengembangan kebijakan dan praktik manajerial dalam ekosistem kewirausahaan digital di Indonesia.
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