Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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Strategy to Enhance MSME Competitiveness in Maros: Key Factors and Technology’s Role

Authors
Asimah Asimah1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: asimah.asimah@pajak.go.id
Corresponding Author
Asimah Asimah
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_151How to use a DOI?
Keywords
Service; Price; Innovation; Digitalization; Increased; MSMEs
Abstract

This research aims to analyze the influence of Service, Price and Product Innovation on Increasing MSME Sales in Maros Regency, with Digitalization as a moderating variable. Using quantitative methods with approaches Structural Equation Modeling (SEM), data was obtained from 99 respondents who were owners or managers of MSMEs. Validity and reliability testing was carried out first, where the test results showed that this research instrument was valid and reliable. The results of the analysis show that the three independent variables—Service, Price, and Product Innovation—have a significant influence on Increased Sales. Product Innovation has the greatest influence on increasing sales, followed by Service and Price. In addition, digitalization as a moderating variable is proven to strengthen the relationship between the independent variable and increased sales. Digitalization allows MSMEs to provide more responsive services, manage prices more effectively, and promote product innovation more widely. These findings emphasize the importance of implementing digital technology to increase the competitiveness of MSMEs in the era of digitalization..

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_151How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Asimah Asimah
PY  - 2025
DA  - 2025/07/30
TI  - Strategy to Enhance MSME Competitiveness in Maros: Key Factors and Technology’s Role
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1900
EP  - 1911
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_151
DO  - 10.2991/978-94-6463-758-8_151
ID  - Asimah2025
ER  -