Analyzing A Product’s Competitiveness Based On The Customer’s Value Conscious: A Case Of Small Scale Business Enterprises In Indonesia

Abstract

Local government is responsible for developing local products. The products need to have sustainable competitive advantage. So far, many superior goods have been managed by local SME’s with some difficulties. Regarding this, customer value plays an important role in competitive environment. However, businessman need professional assistance in building customer value and help them competing in global market. Furthermore, SME’s (Small Medium-sized Enterprises) competitive advantage data is needed in order to enhance their business competitiveness. Thus, this research is conducted to analyze the competitive advantage of sasirangan fabric in Martapura’s SME, Banjarmasin, the province of South Kalimantan along with the competitive advantage hierarchy. The object of this research is sasirangan fabric that is managed by local SME in Martapura river, Banjarmasin. The data is obtained through questionnaires with Likert scale given to customers and SME managers. Following this, Analytical Hierarchy Process (AHP) with PriEst software is used to analyze the data. The result shows that the main competitive advantage of sasirangan fabric as the superior goods is its purpose to represent The province of South Kalimantan identity and culture, followed by color, design, and price. Yet, sasirangan fabric need to continuously increase its customer value.