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This study aims to analyze the effect of differentiation strategy on superior competitiveness in the creative industry. The creative industry faces increasingly fierce competition, so business actors strive to create unique products, innovations, and trademarks that are able to differentiate themselves from competitors. Differentiation strategy is seen as one of the strategic approaches that can increase competitiveness and business sustainability. This study uses a quantitative study method with a survey approach. Data were collected by distributing questionnaires to creative industry business actors in Sumedang Regency as research respondents. A total of 93 samples were obtained. Data analysis used included validity tests, reliability tests, and simple regression analysis to examine the effect of differentiation strategy on superior competitiveness. The results of the study indicate that differentiation strategy has a positive and significant effect on superior competitiveness in the creative industry. This finding indicates that the better the implementation of differentiation strategies, such as product innovation, quality, design, and service, the higher the superior competitiveness of creative industry actors. This study is expected to provide practical contributions to industry players in formulating effective business strategies and serve as a reference for further research.

The research concludes that a differentiation strategy significantly influences competitive advantage within the creative industry in Sumedang Regency.This highlights the importance of creating uniqueness through product innovation, quality, design, and service to enhance business competitiveness.Effective implementation of differentiation strategies strengthens product superiority, improves market position, builds customer loyalty, and increases the ability to compete, ultimately contributing to sustainable competitive advantage.

Further research should explore the moderating role of organizational culture on the relationship between differentiation strategy and competitive advantage, as a supportive culture can amplify the benefits of differentiation. Additionally, investigating the impact of digital technologies and platforms on the implementation of differentiation strategies within the creative industry is crucial, considering the increasing importance of online channels. Finally, a longitudinal study tracking the long-term effects of differentiation strategies on the sustainability and growth of creative businesses would provide valuable insights, particularly in the context of rapidly evolving market trends and consumer preferences. These studies should consider the specific challenges and opportunities faced by creative industries, such as intellectual property protection, talent acquisition, and the need for continuous innovation, to provide actionable recommendations for practitioners and policymakers. The combined insights from these research directions will contribute to a more comprehensive understanding of how creative industries can leverage differentiation strategies to achieve lasting success in a competitive landscape.

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