Influence of Product Innovation to the Advantages of Competitive in SME Processing Seaweed Through Performance, Marketing in West Beach Area, South Sulawesi Province

Serang, Serling (2018) Influence of Product Innovation to the Advantages of Competitive in SME Processing Seaweed Through Performance, Marketing in West Beach Area, South Sulawesi Province. International Journal of Science and Research (IJSR), 7 (4). pp. 795-803. ISSN 2319-7064

	Text ART20181688.pdf Download (167kB)
	Text Simlarity Check Influence of Product Innovation to the Advantages.pdf Download (2MB)

Official URL: https://www.ijsr.net/archive/v7i4/ART20181688.pdf

Abstract

The research was conducted on 105 MSMEs Seaweed spread in West coast of South Sulawesi Province (Makassar City, Maros Regency, Pangkep Regency, Barru Regency and Pinrang Regency), which aims to test and analyze the effect of product innovation on competitive advantage by placing marketing performance as a mediating variable. The approach in this research using explanatory research. The results of hypothesis testing using Structure Equation Modeling (SEM) with the help of AMOS 22 provide proof that product innovation has a significant effect on marketing performance and competitive advantage. In other causality found the same conditions, that the marketing performance has a significant effect on competitive advantage. The role of marketing performance mediation in analyzing the effect of product innovation on competitive advantage through marketing performance is not proven to have any real effect

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	FAKULTAS EKONOMI > MANAJEMEN
Depositing User:	Unnamed user with email admin@umi.ac.id
Date Deposited:	21 Jul 2023 02:56
Last Modified:	21 Jul 2023 02:56
URI:	http://repository.umi.ac.id/id/eprint/3324

Actions (login required)

View Item