PENGARUH INOVASI PRODUK, KREATIVITAS PRODUK, DAN KUALITAS PRODUK TERHADAP KEUNGGULAN BERSAING PADA PRODUK KERUPUK UDANG MAK WING

Abstract

This study aims to determine the effect of Product Innovation, Product Creativity and Product Quality on the Competitive Advantage of Mak Wing Shrimp Crackers Prducts. The population in this study was 250 customers by using non-probability sampling, namely a conditional sampling technique ( purposive sampling ). The criteria used as samples in this study were Mak Wing Shrimp Crackers Customers who bought crackers more than once, so the total sample was 71 respondents. This type of research. The questionnaire was tested for validity and reliability. Data were analyzed using multiple linear regression analysis, including t test, F test and coefficient of determination. The research was conductes using SPSS Version 23. The results showed that partially Product Innovation ( X1 ), Product Creativity ( X2 ), and Product Quality ( X3 ) variables had a significant effect on Competitive Advantage ( Y ). The results of the F test obtained that the calculated F value is 289,886 with F table 2,74 identifying that the Product Innovation ( X1 ), Product Creativity ( X2 ), and Product Quality ( X3 ) variables simultaneously have s significant effect on the Cmpetitive Advantage variable ( Y ), Based on the coefficient of determination test, about 92,5% of Cmpertitive Advantage variables are influenced by Product Innovation ( X1 ), Product Creativity ( X2 ), and Product Quality ( X3 ) variables. The remaining 7,5% is influenced other factors not described in this study.