Entrepreneurship Keunggulan Bersaing : Identitas Merek, Inovasi Produk dan Orientasi Pasar Study UMKM Hijab di Kabupaten Bekasi
Abstract
Perkembangan permintaan busana muslim, tumbuhnya komunitas-komunitas hijab seperti Hijabers Community, Hijabers Mom, dan lain-lain sampai diselenggarakannya beragam bazar, peragaan busana muslim, kegiatan hijab class di kampus, perusahaan, pengajian, ataupun arisan sangat mendukung tumbuhnya bisnis busana muslim.
Secara khusus, topik membangun identitas merek UMKM tampaknya memiliki peran dalam sebuah usaha guna membantu untuk menciptakan ide kreatifitas. Inovasi produk mempunyai peran penting dalam keunggulan bersaing. Menilai peluang pasar membutuhkan pengukuran besar secara keseluruhan dan kondisi persaingan bisnis, oleh karena itu untuk memahami kondisi pasar perlu adanya orientasi pasar dalam dunia usaha. Keunggulan bersaing seolah menjadi ajang kompetisi bagi para pelaku usaha, oleh sebab itu para pelaku usaha harus selalu menciptakan hal-hal yang baru dalam membuat produknya.
Kata kunci : Identitas Merek (IM), Inovasi Produk (IP), Orientasi Pasar (OP) dan Keunggulan Bersaing (KB).
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