CD Skripsi

Analisis Pengaruh Marketing Innovation Terhadap Kinerja Bisnis Melalui Competitive Advantage Pada Usaha Kuliner Di Kota Dumai

---

ABSTRACT

This study aims to determine the effect of marketing innovation on business performance through competitive advantage at culinary enterprises in Dumai City. The population in this study were the culinary enterprises that applied marketing innovation on their business. The number of samples in this study was carried out by using Lemeshow equation, so that the number of samples in this study was 100 culinary enterprises. The data analysis method of this research uses Structural Equation Modelling - Partial Least Square (SEM- PLS) analysis method with SmartPLS software version. The results showed that there is a positive and significant influence between marketing innovation and competitive advantage. There is a positive and significant influence between marketing innovation and business performance. There is a positive and significant influence between competitive advantage and business performance. There is a positive and significant influence between marketing innovation and business performance mediated by competitive advantage.





Keywords: Marketing Innovation, Business Performance, Competitive
Advantage

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2002112109

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2002112109

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Rahmat Hidayat Syahputra

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar