The Impact of Critical Resources and Market-Based Orientation on Customer Value in Palm Sugar MSMEs

This study investigates the influence of critical resources and market-based orientation on customer value in palm sugar micro, small, and medium enterprises (MSMEs). Using a quantitative explanatory approach, data were collected from 300 MSME actors and analyzed through multiple linear regression, correlation analysis, and hypothesis testing. The findings reveal that critical resources significantly affect customer value (β = 0.197, t = 5.891), contributing 10.4%. Market-based orientation shows a stronger effect (β = 0.267, t = 6.539), contributing 12.5%. Simultaneously, both variables explain 17.9% of customer value variance (F = 32.438). These results highlight the importance of integrating internal resource readiness with market-driven strategies to enhance competitiveness in agro-based MSMEs.