KEUNGGULAN BERSAING MELALUI ORIENTASI PASAR DAN INOVASI PRODUK
AbstractThe aim of this study is to analyze the competitive advantage of the group of culinary business through market orientation and product innovation. This study conducted at group of culinary business in Suka Maju Village, District of West Binjai, Binjai. 76 responses was collected using a closed questionnaire containing the respondents perception of market orientation, innovation, and competitive advantage with purposive sampling technique. Furthermore, the data was analysed using path analysis. The results show; (1) Market orientation have direct and positive impact on innovation of product; (2) Market orientation have direct and positive impact on competitive advantage; (3) Innovation have direct and positive impact on competitive advantage; and (4) Innovation can increase the effect of market orientation on competitive advantage.
Keywords: competitive advantage, market orientation, product innovation.
This work is licensed under a Creative Commons Attribution 4.0 International License
Authors who publish in this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).