COMPETITIVE ADVANTAGES BASED ON MARKET ORIENTATION AND INNOVATION

The research objective was to determine the effect of market orientation and innovation on competitive advantage. This is field bag artisans in Bojong Rangkas Village, Ciampea District, Bogor Regency. population study 150 craftsmen using Slovin formula obtained a sample 60 respondents. Distribution questionnaires an accidental sampling technique. Data analysis carried out; (1) test instruments form validity reliability tests; (2) classic assumption tests normality, multicollinearity, heteroscedasticity tests. After data fulfills all classical assumptions, then multiple linear regression analysis, determination test, t-test, F are out. findings show that have positive advantage village, district. managerial implication results increase artisans; attention important things must be done. As for how improve innovation, oriented towards consumer desire satisfaction.