Competitive Advantage Model Based on Innovation in Animal Cremation Services (A Case Study at Kedonganan Veterinary)

This study analyzes the influence of Market Orientation and Marketing Strategy on Competitive Advantage, with Service Innovation in animal cremation as a mediating variable at Kedonganan Veterinary, Bali. Using PLS-SEM and a sample of 100 respondents chosen purposively, the results show that: Market Orientation and Marketing Strategy positively affect Service Innovation; both directly influence Competitive Advantage; and Service Innovation mediates these relationships. The findings support marketing management and innovation theories, emphasizing that strong market focus and strategic marketing boost service innovation, which enhances competitive edge. Practically, the study guides Kedonganan Veterinary to strengthen market orientation, optimize marketing strategies, and develop relevant service innovations for pet owners' end-of-life needs. It also highlights that animal cremation innovation not only improves competitiveness but builds a positive reputation, customer loyalty, and differentiation. Limitations include a single company scope, homogeneous respondents, and cross-sectional design; future research is suggested to expand objects, use longitudinal methods, and include variables like service quality, customer loyalty, and brand image.