Shafanada, Cintania Aubin (2024) Pengaruh Product Innovation, Product Quality Dan Promotion Terhadap Competitive Advantage Pada Cimory Yogurt Squeeze Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The emergence of milk drink products with various brands circulating in society today has resulted in the creation of competitive competition between companies. In facing competition, companies must continue to increase their competitiveness in order to keep up with the flow of business competition so that companies are required to be able to choose the right marketing strategy. This research aims to analyze the influence of product innovation, product quality and promotion on the competitive advantage of the Cimory yogurt squeeze in Surabaya. The research was conducted by applying quantitative research methods. The sample characteristics that have been determined in this research are respondents who are at least 17 years old, have purchased Cimory Yogurt Squeeze more than once, and are domiciled in Surabaya. The sampling method used was a non-probability sampling method with a purposive sampling technique and a sample of 100 respondents were obtained who were Cimory yogurt squeeze consumers. Data analysis techniques use validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R2), simultaneous tests (F tests) and partial tests (t tests) in the Statistical Product and Service Solution (SPSS) version 29 program The results of this research prove that simultaneously the variables Product Innovation, Product Quality and Promotion have a significant effect on Competitive Advantage, partially Product Innovation has a significant effect on Competitive Advantage, Partially Product Quality has a significant effect on Competitive Advantage, Partially Promotion has a significant effect on Competitive Advantages.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Cintania Aubin Shafanada | ||||||||
| Date Deposited: | 23 Jan 2024 08:58 | ||||||||
| Last Modified: | 23 Jan 2024 08:58 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20592 |
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