Pengaruh Kapabilitas Intelijen Pemasaran terhadap Daya Saing UMKM Kafe di Kecamatan Arcamanik Bandung

Aulianisa Andina Hidayat; Trustorini Handayani; Trenggono Tri Widodo

doi:10.61132/maeswara.v4i1.2493

Authors

Aulianisa Andina Hidayat Universitas Komputer Indonesia
Trustorini Handayani Universitas Komputer Indonesia
Trenggono Tri Widodo Universitas Ibnu Sina

DOI:

https://doi.org/10.61132/maeswara.v4i1.2493

Keywords:

Business Sustainability, Cafe SMEs, Competitiveness, Digital, Marketing Intelligence Capability

Abstract

The café industry has become increasingly competitive, including in the Arcamanik District of Bandung City. This study seeks to investigate the extent to which marketing intelligence capabilities influence the competitiveness of café MSMEs in the region. A descriptive and verificative research approach was employed, utilizing linear regression analysis with the assistance of SPSS version 20 software. The study population consisted of 43 café MSME entrepreneurs, selected through a saturated sampling technique, thereby including all members of the population. Data were collected through field studies—comprising questionnaires, interviews, and direct observations—as well as literature reviews to strengthenthe theoretical framework. The results demonstrate that marketing intelligence capabilities have a significant effect on competitiveness. This finding highlights the critical role of marketing intelligence in enabling café MSMEs to sustain their operations and enhance their competitive advantage. Strengthening marketing intelligence can serve as an effective strategic approach for café MSMEs to ensure business sustainability and improve competitiveness. The study suggests that future research may incorporate moderating variables such as digitalization or service quality to further explore the dynamics between marketing intelligence and competitiveness.

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