Market actors are always developing business strategies to address the dynamics of economic change as a result of the altered market interpenetration brought about by globalization. Investigating the effect of business strategy on increasing business value through a competitive advantage approach is the goal of this study. The data was examined using linear regression with the intervening model after convenience sampling was utilized to choose 100 businessmen from Surakarta's online retail industry. According to the research findings, business strategy has a significant effect on competitive advantage, competitive advantage has a significant effect on business value, and business strategy has a significant effect on increasing business value through a competitive advantage strategy, indicating that increasing business value is the main goal of implementing strategy in business and products with uniqueness accompanied by innovation.
business strategy, business value, competitive advantage
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