Improving the Performance and Competitiveness of the Company Through the Implementation of Blue Ocean Strategy in MSMEs Which Promotion is On-Line in Karangasem District

The existence of Micro, Small and Medium Enterprises (MSMEs) in quantity is relatively large, but their contribution to GRDP and export value is still relatively low. This condition requires MSMEs to make innovative breakthroughs in an effort to improve performance and competitiveness. One of the strategies used by MSMEs is to starter doing digital marketing. Based on the above, this study aims to tester and find out to what extent SMEs in Karangasem Regency have implemented the principles of blue ocean strategy, one of which is through the application of online marketing, affecting performance and competitiveness. From the results of this test, it will then be studied qualitatively how the performance of MSMEs whose promotion is via online and has applied the principles of blue ocean strategy to the existence of the company's performance and competitiveness. This research was conducted on 30 MSMEs whose promotion was via online in Karangasem Regency. The research includes explanatory research (explanatory research) and survey research using questionnaires as a data collection tool. The analytical technique used is descriptive and inferential statistical analysis techniques. The results of the study indicate that through descriptive statistical analysis (Variable Frequency Distribution Analysis) it is known that all MSMEs have implemented the blue ocean strategy well with an average value of 4.015 (good). Meanwhile, through the path analysis technique, it can be proven that the blue ocean strategy has a positive and significant direct effect on the company's performance and the competitiveness of MSMEs (significance value < 0.05). Another finding in this study shows that in building the competitiveness of SMEs, the relationship path that is considered very effective is the path of the relationship between the company's performance and the competitiveness of SMEs because it has the largest path coefficient value, which is 0.878 (greater than the direct relationship path of the blue ocean strategy to competitiveness), which is equal to 0.590).