Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in Malang
Purpose: This study aims to identify the factors influencing product innovation that will form a sustainable competitive advantage that will affect marketing performance. Design/methodology/approach: This study uses four hypotheses that are tested using Structural Equation Modeling (SEM) using A...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
LPPM of Narotama University Surabaya
2023-01-01
|
| Series: | IJEBD (International Journal of Entrepreneurship and Business Development) |
| Subjects: | |
| Online Access: | https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2090 |
| _version_ | 1811173042274959360 |
|---|---|
| author | Tri Sugiarti Ramadhan Eka Farida |
| author_facet | Tri Sugiarti Ramadhan Eka Farida |
| author_sort | Tri Sugiarti Ramadhan |
| collection | DOAJ |
| description |
Purpose: This study aims to identify the factors influencing product innovation that will form a sustainable competitive advantage that will affect marketing performance.
Design/methodology/approach: This study uses four hypotheses that are tested using Structural Equation Modeling (SEM) using AMOS 18 software. For 101 respondents.
Findings: The results of this study indicate that: a) Product Innovation (X) has a significant effect on competitive advantage (Z). b) Product Innovation (X) has a significant effect on Marketing Performance (Y). c) Sustainable Competitive Advantage (Z) has a significant effect on Marketing Performance (Y) d) Product Innovation (X) has a significant effect on Marketing Performance (Y) through Sustainable Competitive Advantage (Y) and SEM data processing for the full model has met the following fit criteria, chi-square = 36.7; probability = 0.000; GFI = 0.72; AGFI = 0.653; CFI = 0.36; TLI = 0.276; RMSEA = 0.109; CMIN/DF = 2.18. As a result, greater product innovation will affect marketing performance and further build a sustainable competitive advantage.
Practical implications: Based on the research, it can be concluded that Android-based accounting learning media has fulfilled the requirements for validity, practicality and has a good potential effect on student learning activities and outcomes. So that Android-based accounting learning media can be used as an alternative teacher in teaching accounting material for adjusting journal entries.
Paper type: Research paper
|
| first_indexed | 2024-04-10T17:40:19Z |
| format | Article |
| id | doaj.art-b1c4e3f1cab841e38ea5a4069a338608 |
| institution | Directory Open Access Journal |
| issn | 2597-4750 2597-4785 |
| language | English |
| last_indexed | 2024-04-10T17:40:19Z |
| publishDate | 2023-01-01 |
| publisher | LPPM of Narotama University Surabaya |
| record_format | Article |
| series | IJEBD (International Journal of Entrepreneurship and Business Development) |
| spelling | doaj.art-b1c4e3f1cab841e38ea5a4069a3386082023-02-03T15:16:16ZengLPPM of Narotama University SurabayaIJEBD (International Journal of Entrepreneurship and Business Development)2597-47502597-47852023-01-016110.29138/ijebd.v6i1.2090Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in MalangTri Sugiarti Ramadhan0Eka Farida1-Universitas Islam Malang Purpose: This study aims to identify the factors influencing product innovation that will form a sustainable competitive advantage that will affect marketing performance. Design/methodology/approach: This study uses four hypotheses that are tested using Structural Equation Modeling (SEM) using AMOS 18 software. For 101 respondents. Findings: The results of this study indicate that: a) Product Innovation (X) has a significant effect on competitive advantage (Z). b) Product Innovation (X) has a significant effect on Marketing Performance (Y). c) Sustainable Competitive Advantage (Z) has a significant effect on Marketing Performance (Y) d) Product Innovation (X) has a significant effect on Marketing Performance (Y) through Sustainable Competitive Advantage (Y) and SEM data processing for the full model has met the following fit criteria, chi-square = 36.7; probability = 0.000; GFI = 0.72; AGFI = 0.653; CFI = 0.36; TLI = 0.276; RMSEA = 0.109; CMIN/DF = 2.18. As a result, greater product innovation will affect marketing performance and further build a sustainable competitive advantage. Practical implications: Based on the research, it can be concluded that Android-based accounting learning media has fulfilled the requirements for validity, practicality and has a good potential effect on student learning activities and outcomes. So that Android-based accounting learning media can be used as an alternative teacher in teaching accounting material for adjusting journal entries. Paper type: Research paper https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2090Product InnovationSustainable Competitive Advantage and Marketing Performance |
| spellingShingle | Tri Sugiarti Ramadhan Eka Farida Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in Malang IJEBD (International Journal of Entrepreneurship and Business Development) Product Innovation Sustainable Competitive Advantage and Marketing Performance |
| title | Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in Malang |
| title_full | Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in Malang |
| title_fullStr | Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in Malang |
| title_full_unstemmed | Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in Malang |
| title_short | Product Innovation for Sustainable Competitive Advantage through Strarbucks Coffee Marketing Perfome in Malang |
| title_sort | product innovation for sustainable competitive advantage through strarbucks coffee marketing perfome in malang |
| topic | Product Innovation Sustainable Competitive Advantage and Marketing Performance |
| url | https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2090 |
| work_keys_str_mv | AT trisugiartiramadhan productinnovationforsustainablecompetitiveadvantagethroughstrarbuckscoffeemarketingperfomeinmalang AT ekafarida productinnovationforsustainablecompetitiveadvantagethroughstrarbuckscoffeemarketingperfomeinmalang |