The Influence of Brand Image, Product Innovation, and Market Orientation on Sustainable Competitive Advantage For Mama Lemon Dishwash Products in the City of Surabaya
| Autor: | Vicky Yuli Andrianto, I Gede Arimbawa |
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| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Neutron. 22:51-59 |
| ISSN: | 2685-3272 1412-0860 |
| Popis: | This study aims to determine the significant influence on brand image, product innovation and market orientation on the sustainable competitive advantage of mama lemon dishwash products in the city of Surabaya. To collect data for this study, the authors used an online survey (google form) to 100 respondents, using the Questionnaire technique. The type of research used in this study is a type of quantitative research using multiple linear analysis techniques. Based on the results of the study, it shows that there is a significant influence partially or simultaneously between brand image and product innovation on sustainable competitive advantage. Meanwhile, on the market orientation variable, there is no evidence of a significant partial effect on sustainable competitive advantage.This can be shown by the partial significance of the brand image variable to competitive advantage 0.001 < 0.05, product innovation to competitive advantage 0.000 < 0.05, market orientation to competitive advantage 0.703 < 0.05. While the significance value simultaneously shows (0.000 < 0.005). |
| Databáze: | OpenAIRE |
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