PENGARUH RIVALITAS PASAR, DIFERENSIASI PRODUK, TEKNOLOGI KEUANGAN, DAN LITERASI KEUANGAN SYARIAH TERHADAP KEUNGGULAN KOMPETITIF: STUDI PADA RITEL MADURA DI KOTA YOGYAKARTA

This study aims to explain and analyze the influence of Market Rivalry, Product Differentiation, Financial Technology, and Sharia Financial Literacy on Competitive Advantadge among Madura retail businesses in Yogyakarta City. The study involved 117 respondents from Madura retailers in Yogyakarta, selected using purposive sampling. Data were analyzed using SEM-PLS. The results show that Market Rivalry and Sharia Financial Literacy do not have a significant effect on Competitive Strategy, whereas Product Differentiation and Financial Technology have positive and significant effects on Competitive Strategy. These findings highlight the importance of product differentiation and financial technology in shaping competitive strategies in the Madura retail sector.