CD Skripsi

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

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ABSTRACT

The culinary business continues to develop, experiencing various changes that reflect market trends and needs. Pekanbaru as a metropolitan city means that this city has many businesses spread throughout the city, one of which is the culinary business. Pekanbaru, which is the provincial capital and also the center of government and economy, certainly has many tourists who come to visit for vacation or work. This research aims to analyze the influence of Marketing Innovation on business performance through competitive advantage in culinary businesses in Pekanbaru. The population in this research is culinary business actors in the city of Pekanbaru using a sample size calculation, namely the Lemeshow formula, with a minimum of 100 respondents. The data analysis method in this research uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS 3.

The results of the research show that, in culinary businesses in the city of Pekanbaru, there is a significant influence between Marketing Innovation and business performance. There is a significant influence between Marketing Innovation and competitive advantage. There is a significant influence between Marketing Innovation on business performance through competitive advantage. There is a significant influence between competitive advantage on business performance.



Keywords: Marketing Innovation, Business Performance, Competitive Advantage, and
Culinary

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002135354

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002135354

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat Hidayat Syahputra

Versi lain/terkait

Lampiran Berkas

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