This study aims to determine and analyze the effect of price
strategy and product innovation on the competitive advantage of the hydroponic vegetable business in Ponorogo. This study uses primary data obtained from distributing questionnaires. Respondents in this study were hydroponic vegetable businesses in Ponorogo. This study used a non-probability sampling technique. The results of this study: (1) Selling price setting has a significant effect on competitive advantage. (2) The expected profit has a significant effect on competitive advantage. (3) Product innovation has a significant influence on competitive advantage. (4) Selling
price setting, expected profit, and product innovation have a simultaneous effect on competitive advantage.