The Effect Of Product Innovation On Competitive Advantage: A Study In Beverage Business Of Tekun.Id Nizar Alam Hamdani, Rifan Rahmat Ramdani
Universitas Garut
Abstract
This study investigates the effect of product Innovation on competitive Advantage in the Tekun.id as a beverage business. The researcher used a causal research design with a survey type of 58 respondents who are Tekun.id consumers. The data analysis technique used was the Linear Regression Test using the SPSS version 25 application. Product Innovation has a positive and significant effect on Competitive Advantage. This research has benefits in the development of an applied theory that competitive advantage in the beverage industry is strongly influenced by competitive advantage. For further research, it is expected to be able to examine the dependent variable that is not listed in this research model, and to be able to conduct better research. This research has practical benefits for business actors to increase added value by always developing product innovations in order to achieve competitive advantage. This research model is based on gaps in previous research, as well as methods of collecting data from a population or sample that can be measured. The novelty in this research is testing how much influence Product Innovation has on Competitive Advantage and the selection of different research sites.
Keywords: Product Innovation, Competitive Advantage, Beverage Business
Topic: Strategic Management, Entrepreneurship and Contemporary Issues
