Ramadhani, Cindy (2026) Pengaruh Inovasi Produk dan Kualitas Produk Terhadap Keunggulan Bersaing Kerupuk Cassava CV. Bintang Anugrah dengan Digital Marketing Sebagai Variabel Mediasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Competition in the cassava based snack industry demands that businesses improve their competitive advantage. CV. Bintang Anugrah faces obstacles in optimizing product innovation, product quality, and the suboptimal use of digital marketing, resulting in a decline in sales volume of cassava crackers. The purpose of this study was to analyze the influence of product innovation and quality on the competitive advantage of cassava crackers, both directly and indirectly through digital marketing as a mediating variable. This study used a quantitative approach with a sample size of 96 respondents, determined using the Cochran formula and purposive sampling. Data were collected using a Likert-scale questionnaire and evaluated using descriptive analysis with Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that product innovation and product quality have a positive and significant influence on the competitive advantage of cassava crackers, both directly and indirectly through digital marketing. Increasing product innovation and quality supported by optimal digital marketing implementation can strengthen the company's competitive position. It is recommended that CV. Bintang Anugrah continue to develop product innovation and quality that meet consumer preferences and optimize digital marketing strategies to expand market reach and increase its competitiveness. Keywords: Digital Marketing, Product Innovation, Product Quality, Competitive Advantage, Cassava Crackers.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | cindy ramadhani agribisnis | ||||||||||||
| Date Deposited: | 25 May 2026 03:55 | ||||||||||||
| Last Modified: | 25 May 2026 04:20 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52240 |
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