SKRIPSI MBS

PENGARUH STRATEGI BAURAN PEMASARAN DAN INOVASI PRODUK TERHADAP KEUNGGULAN KOMPETITIF UMKM KULINER DI DESA MANGGIS

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ABSTRACT Based on data from MSMEs in Manggis Village in 2021, the types of MSMEs for trade, hotels and restaurants have the most number, so the researchers took a case study for MSMEs for culinary types. This study aims to determine the effect of marketing mix strategy and product innovation on the competitive advantage of MSMEs in Manggis Village. This analysis uses the independent variables marketing mix strategy and product innovation. The dependent variable is competitive advantage. The type of research used is the quantitative method. This study uses primary data. The population in this study were culinary MSME entrepreneurs in Manggis Village. The sampling technique uses accidental sampling. The sample in this study was 100 respondents using the data collection method by distributing questionnaires, the data obtained using the Lemeshow formula calculation. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that the marketing mix strategy has a positive effect on competitive advantage and product innovation has a positive effect on competitive advantage. The conclusion is that having a good marketing mix strategy and product innovation will increase a competitive advantage that is higher than competitors. Keywords: Marketing Mix Strategy, Product Innovation, Competitive Advantage

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 ERI p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 135 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Erika Failasyufa Rahmawati

Versi lain/terkait

Lampiran Berkas

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