Pengaruh Inovasi Produk terhadap Keunggulan Bersaing Usaha Mikro Kecil Menengah UD Rezeki Baru

Abstract

Competitive conditions food SMEs is increasingly tight, and must be able to survive, even should be able to continue to grow. One of the important things that need to be performed and observed is to maintain existing customers, continued to search for new potential customers to avoid customers leaving The existence of a product innovation is important for any company because it has the high level of product innovation, the company is able to achieve the targets of the company's goal of achieving an exellence competitive to the company The research aim to determine product innovation of UD.Rezeki Baru SMEs, competitive advantage of UD. Rezeki Baru SMEs and the effect of product innovation toward competitive advantage UD.Rezeki Baru SMEs. The population in this research are consumers UD.Rezeki SMEs who buy the product two times and the sample of this research are 100 respondens and using non-probability sampling techniques The result of this research shows that product innovation of UD Rezeki Baru SMEs is good based questionnaire that has been distributed to consumers UD.Rezeki Baru, competitive advantage of UD.Rezeki Baru SMEs is very well based questionnaire that has been distributed to consumers. And there is influence between Product Innovation Toward Competitve Advantage. These result can be seen by testing the coefficient of determination which resulted in adjusted R-square is 0.113. This result shows that product innovation can influence competitive advantage with the affect of 11.3% whereas 88.7% can be explained with other variabels which not examined in this research.