PENGARUH INOVASI PRODUK DAN ORIENTASI TEKNOLOGI TERHADAP KEUNGGULAN BERSAING SONGKET SILUNGKANG DI KOTA SAWAHLUNTO

This study investigates the influence of product innovation and technology orientation on the competitive advantage of Silungkang songket enterprises in Sawahlunto City. A quantitative research method with a causal design was employed to examine the relationships among variables. The population comprised 1,039 Silungkang songket entrepreneurs, from which a sample of 329 was selected using the Slovin formula and a proportional random sampling technique. Data analysis involved both descriptive and inferential statistical methods. Hypothesis testing was conducted using F-tests and T-tests with the assistance of SPSS version 25. The findings reveal that: (1) product innovation has a significant positive impact on competitive advantage, and (2) technology orientation also exerts a significant positive influence on competitive advantage.