Putri, Melinda Wahyuning (2025) PENGARUH PRICE, PRODUK INNOVATION, DAN SERVICE QUALITY TERHADAP COMPETITIVE ADVANTAGE (Studi Pada Pelanggan UMKM Hartini di Ponorogo). Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
Increasingly fierce business competition in the era of globalization requires MSME players to have the right strategy to maintain their existence and strengthen competitiveness. One important effort is to create a competitive advantage through marketing elements that include price, product innovation, and service quality. This study aims to determine and analyze the effect of price, product innovation, and service quality variables on competitive advantage at Hartini MSMEs in Ponorogo Regency. The research method used is a quantitative approach with an associative research type. A sample of 100 respondents was determined through purposive sampling technique. The analysis was carried out using multiple linear regression through SPSS, as well as classical assumption testing to ensure the validity of the model. The simultaneous test results (F test) show that price, product innovation, and service quality together have a positive and significant effect on competitive advantage. Meanwhile, the partial test results (t test) show that the three independent variables also have a positive and significant influence individually on competitive advantage, with product innovation as the most dominant variable. This finding confirms the importance of a competitive pricing strategy, continuous development of product innovation, and improved service quality to strengthen the competitive position of MSMEs in the market. Keywords: Price, Product Innovation, Service Quality, Competitive Advantage, MSME.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Melinda Wahyuning Putri | ||||||||
| Date Deposited: | 26 May 2025 06:48 | ||||||||
| Last Modified: | 26 May 2025 06:48 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36482 |
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