ANALYSIS OF VALUE CREATED PRODUCT STRATEGIES ON IMPROVING BUSINESS COMPETITIVENESS

The condition of Karawang as a national rice barn has now shifted to industrialization and supporting cities for the Capital City and has received poor ratings because it is a city with a high ranking of poor people. These problems can be solved by increasing MSME activities in various fields. The sustainability of MSME is very important because it supports the growth of big business and is able to provide benefits for regional economic growth. Implementation of value creation strategies in an effort to improve business activities carried out as a strategy at the corporate and business level. The application of value creation that focuses on internal resources owned is also related to the competitiveness strategy in an effort to increase the competitiveness of a company or a business. The purpose of this study was to determine how much influence the value creation product strategy has on increasing business competitiveness as an effort to improve the economy of poor families. This study uses descriptive and verification research methods, the method used is an explanatory survey. Data analysis technique used to determine the correlative relationship in this study is multiple regression using SPSS software. The results of this study indicate that there is a positive influence on a product strategy of value creation to increase business competitiveness and its impact on improving the economy of poor families.


INTRODUCTION
Karawang, which is known as one of the food production centers that is able to meet rice needs, not only at the provincial level, even at the national level, there are still many people who find it difficult to buy rice, this is in contrast to the title carried by Karawang Regency as a Rice Granary which has shifted to Industrialization and the supporting city of the Capital.  The comparison shown provides information to us that the MSMEs in Indonesia are the backbone of the national economy that must be maintained. MSMEs in Indonesia are one of the main players in domestic economic activities that support a large number of workers and an important source of income for low-income communities. This has resulted in the low competitiveness of Indonesian MSMEs from an international perspective.

FORMULATION OF THE PROBLEM
Based on the background that has been explained, the research problems that will be studied can be formulated are: 1. How much influence does the value creation product strategy have on increasing business competitiveness as an effort to improve the economy of poor families Hypothesis H1:There is a positive effect of value creation product strategy on increasing business competitiveness and its impact on improving the economy of poor families. H0: There is no positive effect of a value creation product strategy on increasing business competitiveness and its impact on improving the economy of poor families. creation is a core element of entrepreneurship because innovative products / services that do not transmit market value lack commercial potential. Based on the previous definition, it can be concluded that value creation is very important to be owned by entrepreneurial businesses that are run so that MSMEs go through the implementation of innovative products.

Value Creation
According Orville C. Walker and John W. Mullins, 2014, Strategy is a basic pattern that is planned and has a purpose in the distribution of resources, and the organization's interaction with markets, competitors, and other environmental factors and how resources and activities that meet in the environment are able to generate opportunities and overcome challenges to gain profits for the company. The application of value creation that focuses on the internal resources owned is also related to the competitiveness strategy in an effort to increase the competitiveness of the company (Zubac, Hubbard, & Johnson, 2010).

Competitiveness
According Luo, 2010 ,defines competitiveness as the degree to which a firm's products are deemed to have superior fitness to use, free from deficiencies, and conformity to requirements relative to competing firms. Meanwhile, according to Díaz-Chao, Sainz- concluded that competitiveness is the basic thing that companies must have in order to achieve success in the business world competition that companies must face.

RESEARCH METHOD
This research uses descriptive and verification research methods, so the method used is an explanatory survey. Data collection techniques are literature study and questionnaires (questionnaire). This research was conducted on business owners in Karawang Regency with a sample size of 100 respondents. This study used a cross sectional method which was conducted in less than one year. The data analysis technique used to determine the correlative relationship in this study is multiple regression using SPSS software. Table 2 Validity Test Result P r count r  Based on Table 4 the SPSS output, the correlation between the explanatory variable and the response variable, P-value 0.000 <0.05. so that the decision to reject H0, meaning that the explanatory variable has a real linear relationship (correlation) to the response variable.

Picture 1 Heteroscedasticity Test result
Based on Figure 1 shows no clear pattern and the dots are spreading. It can be concluded that there is no heteroscedasticity in the regression model, so the regression model is suitable to be used to predict the effect of value creation on competitiveness.

Tests of Normality
Kolmogorov-Smirnov a Based on Table 2 shows that the Durbin-Watson value is 1.130, so DW <dL or DW> dU. This means that there is positive autocorrelation.  Table, it is found that t count is 3,335> t table (with a significance level = 0.05) which is 1.98447, so Ho is rejected and Ha is accepted, meaning that there is an influence between Value Creation (X1) on Competitiveness (Y). And based on the significance value (Sig) is equal to 0.001 where 0.001 <0.05, which means that there is a significant relationship between Value Creation (X1) and Competitiveness (Y). The results of this study support previous research conducted by (Çapraz & Tutan, 2013; Sánchez-Gutiérrez, Cabanelas, Lampón, & González-Alvarado, 2019) which shows that the creation of value creation in corporate strategy has a positive and significant effect on competitiveness, where the results of the study explain when relationship management capabilities are taken together with increased marketing and innovation, thus having a higher level of competitiveness.

CONCLUSION
Based on the results of the research that has been done, the results of the study can be concluded that there is a positive effect of value creation product strategy on increasing business competitiveness as an effort to improve the economy of poor families..

THANK-YOU NOTE
Researchers are grateful for the completion of this research, and researchers would like to thank all those who have helped and participated in this research so that it was carried out well and successfully.