The Impact Of Product Innovation And Market Orientation On The Competitive Advantage of Souvenirs In Padang
DOI:
https://doi.org/10.35134/ekobistek.v9i1.67Keywords:
Product Innovation, Market Orientation and Competitive advantageAbstract
This study aims to analyze the influence of the dimensions of product innovation (product
feature innovation, product packaging innovation, and product uniqueness innovation) and market
orientation towards competitive advantage of bengkuang processed products in Padang. The population in
this study are UMKM in Padang who sell bengkuang. There were 100 respondents taken by using
purposive sampling technique. The data was analyzed by using path analysis through SPSS software.
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