PENGARUH INOVASI PRODUK DAN KINERJA PEMASARAN TERHADAP KEUNGGULAN BERSAING UMKM DI PIA KUKUS MADE BALI

Abstract

This study aims (1) to determine the effect of product innovation and on
competitive advantage in Pia Kukus Made Bali MSMEs; (2) to determine the effect of
marketing performance on competitive advantage in Pia Kukus Made Bali MSMEs; and (3)
to determine the effect of product innovation and marketing performance simultaneously on
competitive advantage in Pia Kukus Made Bali MSMEs. This research is a research with
causal quantitative methods. The subjects in this study, namely Pia Kukus Made Bali
consumers and the objects of this research include product innovation, marketing
performance, and competitive advantage. In this study using a sample of 100 respondents
who are consumers of Made Bali Steamed Pia. The data source is primary data collected
through questionnaires. The data analysis used is validity test, reliability test, classical assumption test, t test, F test, and coefficient of determination test using SPSS 25. The results
of this study are: (1) Product innovation has a positive and significant effect on the
competitive advantage of MSMEs; (2) Marketing performance has a positive and significant
effect on the competitive advantage of; (3) Product innovation and marketing performance
together have a positive and significant effect on the competitive advantage of MSMEs.