Penetapan Harga dan Inovasi Produk Sebagai Keunggulan Kompetitif Pada UMKM
Keywords:
pricing intelligence, product innovation, competitive advantage, MSMEsAbstract
MSMEs are the hope of every country to be able to contribute to state revenue. The government pays special attention by issuing policies that make it easier for its citizens to open MSME-type businesses. This results in increasingly unlimited competition. For this reason, every MSME actor is expected to have a competitive advantage to survive in market competition. This study aims to see whether competitive advantage is influenced by pricing intelligence and product innovation. The research was conducted using multiple linear regression data analysis. The results showed that competitive advantage in MSMEs can be influenced by pricing intelligence. Research also shows that product innovation has a significant influence on the competitive advantage of MSMEs. Researchers also proved that competitive advantage is significantly influenced by pricing intelligence and product innovation together.
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