PENGARUH INOVASI PRODUK TERHADAP KEUNGGULAN BERSAING USAHA MAKANAN OLAHAN SAGU DI KECAMATAN TEBING TINGGI KABUPATEN KEPULAUAN MERANTI

Putri Soleha, Henny Indrawati, Caska Caska

Abstract


The purpose of this study was to determine how much influence product innovation has on competitive advantage of sago processed food businesses in the district of Tebing Tinggi, the Kepulauan Meranti regency . The data used  in this study is primary data collected by questionnaire. The research population was 60 entrepreneurs of precessed sago food in the district of Tebing Tinggi, the Kepulauan Meranti regency, so that all populations were sampled. The analysis technique used is descriptive analysis and simple linear regression. The results showed that product innovation had an effect on competitive advantage of 0.304. This means that the level of product innovation has an impact on competitive advantage. The higher the product innovation, the higher the competitive advantage. The value of R square is 0.068 indicates the contribution of product innovation to competitive advantage is 6.8%, while the remaining 93.2% is determined by other factors not examined in this study, namely market orientation, technology orientation, entrepreneurial orientation, product creativity and product quality

Keywords


Product Innovation, Competitive Advantage

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DOI: http://dx.doi.org/10.31258/pekbis.14.2.71-79

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