UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) PENGARUH INOVASI PRODUK PEMPEK PELANGI TERHADAP KEUNGGULAN BERSAING. PENGARUH INOVASI PRODUK PEMPEK PELANGI TERHADAP KEUNGGULAN BERSAING.
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Abstract
The aims of this research isto test and analyze the influence of the product innovation of Pempek Pelangi product on competitive advantage in the business of Pempek Sulthan Pindang Agan, Palembang. This research is a quantitative descriptive study conducted in the business of Pempek Sulthan Pindang Agan Palembang on June-July 2020. The population in this study is a customer in the business of Pempek Sulthan Pindang Agan, the samples was taken by using quota sampling techniques. Data was collected by using a questionnaire with Google Form. The dependent variable in this study is competitive advantage, while the independent variables are product innovation. Data analysis using simple linear regression and data analysis using SPSS 23.0. Based on the results of the discussion, this research can be concluded that the product innovation variable has an effect of 54.6% of competitive advantage and the remaining 46.5% is influenced by other variables outside the model. The results of the F study showed that: Pempek Pelangi product innovation had a positive effect on competitive advantage of Pempek Sulthan Pindang Agan Palembang bussiness.
| Item Type: | Article |
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| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mr Edi Surya Negara |
| Date Deposited: | 24 Jun 2022 02:23 |
| Last Modified: | 24 Jun 2022 02:23 |
| URI: | http://eprints.binadarma.ac.id/id/eprint/15236 |
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