Pengaruh Inovasi Produk Dan Kualitas Produk Terhadap Keunggulan Bersaing

Abstract

This research aims to: 1) Determine the influence of product innovation on competitive advantage, 2) Determine the influence of product quality on competitive advantage. This type of research uses quantitative methods. The population of this research is the consumers of House Of Bread product. Total samples of this research are 180 respondent. The sampling procedure used in this research is non-probability with a purposive sampling technique, which is a sampling technique based on the researcher's evaluation of the respondent's knowledge regarding the research object. The data collection technique in this research was a questionnaire and analyzed using the SEM (Structural Equation Modeling) analysis method and the analysis test tool used was SmartPLS v.4.0. The results of the Hypothesis Test Research show that: 1) Product Innovation has a positive effect on Competitive Advantage, Hypothesis 1 is Accepted, 2) Product Quality has an effect on Competitive Advantage, Hypothesis 2 is Accepted. The research results on the influence of Product Innovation and Product Quality on Competitive Advantage (House of Bread Case Study) are quite good because there is a positive and significant influence between the variables of product innovation and product quality.