EFEKTIVITAS INOVASI PRODUK DAN HARGA PRODUK TERHADAP KEUNGGULAN BERSAING KEJORA GEPREK

Abstract

The number of MSMEs, especially in the culinary industry, is so large, MSME players in the culinary sector need to know what things influence competitive advantage in order to be able to survive amidst the large number of culinary MSME business players. The results of this research aim to determine whether there is a significant influence between product innovation and price on the competitive advantage of the Kejora Geprek restaurant. The method used in analyzing is a quantitative method with a Multiple Regression test. Data obtained from a questionnaire administered to 137 respondents who were consumers of the Kejora Geprek restaurant. The results of the research show that there is an influence of product and price innovation on the competitive advantage of Kejora Geprek restaurant MSMEs. Multiple linear regression shows the results Y = 1.904 + 0.035 The product innovation variable has an effect but is not significant on competitive advantage. The t-test on the price variable shows that the Tcount > Ttable value is (9,968 > 1.97419) with a sig value of 0.000 < 0.05. This means that the price variable has a significant and influential effect on competitive advantage.