<![CDATA[This research aims to elucidate the simultaneous and partial effects of Market Orientation and Product Innovation on Business Competitiveness at Seiko Boutique Sun Plaza Medan. Business competitiveness significantly influences a company's ability, as well as an industry's capability, to produce goods and services, resulting in improved income and sustainable employment amidst global competition. The study employs a quantitative research approach, utilizing primary data collected through a questionnaire distributed to 97 visitors. Data processing utilizes SPSS, and the analytical tool employed is Multiple Linear Regression Analysis. The results of hypothesis testing indicate that Market Orientation has a positive and significant impact on Business Competitiveness at Seiko Boutique Sun Plaza Medan, as evidenced by the calculated tvalue (3.659) > ttable (1.985) at a significance level of 0.000 < 0.05. Similarly, the hypothesis testing results show that Product Innovation has a positive and significant influence on Business Competitiveness at Seiko Boutique Sun Plaza Medan, with a calculated tvalue (3.192) > ttable (1.985) at a significance level of 0.000 < 0.05. Simultaneously, the hypothesis testing reveals that both Market Orientation and Product Innovation have a positive and significant impact on Business Competitiveness at Seiko Boutique Sun Plaza Medan, supported by an Fvalue (40.220) > Ftable (3.093) with a significance level of 0.000 < 0.05.]]>
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