The Influence of Product, Price, Promotion, and Distribution on Competitive Advantage of Craft MSMES in Yogyakarta

This study aims to examine and analyze the influence of product, price, promotion, and distribution on competitive advantage in craft MSMEs in Yogyakarta City. The sample of this study was 100 leaders/persons in charge of craft MSMEs in Yogyakarta City. The sampling technique used was purposive sampling. The data collection method used a questionnaire distributed directly to respondents. Data analysis techniques consisted of multiple linear regression, t-test, and coefficient of determination test. The results of the study indicate that (1) product has a positive and significant effect on competitive advantage in craft MSMEs in Yogyakarta City; (2) price does not affect competitive advantage in craft MSMEs in Yogyakarta City; (3) promotion has a positive and significant effect on competitive advantage in craft MSMEs in Yogyakarta City; and (4) distribution does not affect competitive advantage in craft MSMEs in Yogyakarta City.