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ANALISIS INOVASI PRODUK DALAM MENCAPAI KEUNGGULAN BERSAING BERKELANJUTAN MELALUI KINERJA PEMASARAN (Studi Kasus Pada Minuman Coklat di Kota Malang )

Jurnal Ilmiah Riset Manajemen

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Title ANALISIS INOVASI PRODUK DALAM MENCAPAI KEUNGGULAN BERSAING BERKELANJUTAN MELALUI KINERJA PEMASARAN (Studi Kasus Pada Minuman Coklat di Kota Malang )
 
Creator Umitasari, Eli
Arifin, Rois
Slamet, Afi Rachmat
 
Description ABSTRACT               Which underlie this research to determine the factors that influence product innovation that will form sustainable competitive advantage that will affect the performance of marketing. This study uses four hypotheses to be tested using Structural Equation Model (SEM) using AMOS 18 software. Respondents used in this study were taken from employees of chocolate drink in urban area of 101 respondents.               The results of SEM data processing for the full model have met the criteria of goodness of fit as follows, chi square =364,7 ; probability =0,000 ; GFI =0,724 ; AGFI =0,653; CFI =0,364 ; TLI =0,276 ; RMSEA =0,109 ; CMIN/DF =2,184. Thus, higher product innovation will affect marketing performance and further enhance sustainable competitive advantage. Keywords: product innovation, sustainable competitive advantage and marketing performance 
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2017-08-09
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/447
 
Source Jurnal Ilmiah Riset Manajemen; e-Jrm Vol. 06 No. 3 Agustus 2017
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/447/482
 
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