THE EFFECT OF MSME PRODUCT MARKETING ABILITY AND INNOVATION ON COMPETITIVE ADVANTAGE DURING THE COVID-19 PANDEMIC

  • Sutrisno Sutrisno Universitas PGRI, Semarang

Abstract

The goal of this research is to analyze and calculate the impact of marketability and product innovation variables on competitive advantage. The researchers took a quantitative approach, employing narrative and associative methods. The population in this study was Tegal city banana chip/lanntak SMEs, with a total sample of 31 Tegal banana/lanntak chip SMEs with specified criteria, non-probabilistic or using saturated sampling techniques. The analytical method used is multiple correlation analysis, multiple regression analysis, the certainty test, and partial hypothesis testing (t-test) combined with the F-test. Based on the t-test results, the'marketability' variable has a significant positive effect on the 'competitive advantage' variable, while the 'product innovation' variable has a significant negative effect on the 'competitive advantage' variable. show. ". According to the F-Test results, the ability to market and transform products at the same time has a significant effect on competitive advantage variables.

Published
Mar 30, 2023
How to Cite
SUTRISNO, Sutrisno. THE EFFECT OF MSME PRODUCT MARKETING ABILITY AND INNOVATION ON COMPETITIVE ADVANTAGE DURING THE COVID-19 PANDEMIC. Jurnal Darma Agung, [S.l.], v. 31, n. 2, mar. 2023. ISSN 2654-3915. Available at: <https://jurnal.darmaagung.ac.id/index.php/jurnaluda/article/view/3015>. Date accessed: 25 june 2024. doi: http://dx.doi.org/10.46930/ojsuda.v31i2.3015.
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Artikel

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