Inovasi Berbasis Tekhnologi Mendorong Keunggulan Bersaing UMKM Kreatif di Kota Pontianak

Abstract

Analysis of the company's environment is the key to the success of UMKM to be able to compete and achieve marketing performance. Rapid technological developments encourage business people to be more creative and adapt more quickly to environmental changes, especially the development of information technology. innovation and promotion to product marketing. This study aims to determine the effect of the ability of technology-based innovation to become a competitive advantage for performance indicators. technology-based product innovation.

Keywords:     Technology-based innovation, competitive advantage, marketing performance