Pengaruh Diferensiasi Produk dan Inovasi Produk terhadap Keunggulan Bersaing Motor Honda Beat Street di Kota Medan

Abstract

The motorcycle industry in Indonesia is becoming increasingly competitive, particularly in the automatic scooter segment, which is the top choice among urban consumers. Honda Beat Street is positioned as one of the products striving to maintain its market presence by offering product differentiation and innovation strategies. However, the growing competition requires the company to continuously strengthen its competitive advantage, especially in Medan City, where motorcycle usage is considerably high. This study aims to analyze the effect of product differentiation on competitive advantage, the effect of product innovation on competitive advantage, and the simultaneous effect of both product differentiation and product innovation on the competitive advantage of Honda Beat Street motorcycles in Medan City. The research employed a quantitative with an associative approach. Data were collected through questionnaires distributed to 97 respondents who are Honda Beat Street users in Medan City. The analytical methods applied include validity testing, reliability testing, multiple linear regression, t-test, F-test, and coefficient of determination analysis. The results indicate that product differentiation has a positive and significant effect on competitive advantage, with a t-value of 4.611 > 1.986 and a significance level of 0.000 < 0.05. Product innovation also shows a positive and significant effect, with a t-value of 3.966 > 1.986 and a significance level of 0.000 < 0.05. Simultaneously, both variables influence competitive advantage, as evidenced by an F-value of 70.426 > 3.093 and an Adjusted R Square of 0.591. This implies that product differentiation and innovation explain 59.1% of the variation in competitive advantage, while the remaining 40.9% is explained by other factors beyond this research model.