ANALYSIS OF COMPETITIVE ADVANTAGE OF FASHION SECTOR MSMEs IN MEDAN CITY USING A MEDIATOR APPROACH

Abstract

The fashion sector is a factor that has the potential to support economic recovery. The Ministry of Industry (Kemenperin) encourages the fashion industry (textiles and apparel) to increase its role in national economic recovery. The purpose of this research is to find out and analyze the effect of marketing ability on internet usage. To find out and analyze the effect of innovation ability on competitive advantage. To find out and analyze the effect of marketing ability on competitive advantage with shopping culture as a mediator variable. And to find out and analyze the effect of innovation ability on competitive advantage with shopping culture as a mediator variable. The sampling technique in this study used a non-probability sampling technique. Sampling was carried out with a single-stage cluster. The number of samples or respondents in this study was 110 respondents. Data analysis was carried out using the Partial Least Square (PLS) method using SmartPLS version 3 software. The results of the study show that (H1) is supported or accepted, and (H2) is supported or accepted. (H3) is supported or accepted, (H4) is supported or accepted, the test results show that there is a positive and significant influence between the ability of innovation on competitive advantage through the use of the internet as a mediator on the competitive advantage of MSMEs in Medan city in the fashion industry is accepted