ROLE OF PRODUCT INNOVATION IN INCREASING COMPETITIVE ADVANTAGE

Authors

  • Aprih Santoso universitas semarang
  • Ardiani Ika Sulistyawati Universitas Semarang

DOI:

https://doi.org/10.13057/noctis.v1i1.365

Keywords:

Creative Industry, Culinary, Technology; Innovation, Competitive Advantage

Abstract

This study aims to provide empirical evidence of the influence of technology on competitive advantage with product innovation as a mediating variable in the small creative culinary industry in Tlogosari Semarang. The research sample used was 87 people who were obtained by using the census method of sampling. The data were analyzed using path analysis with the help of the SPSS'25 program. Based on the test results, technology and product innovation have a significant and positive effect on competitive advantage and product innovation as a mediating variable is able to mediate technology to influence competitive advantage in small creative culinary industries in Tlogosari Semarang.

Symphony of the night

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Published

2023-01-06

Issue

Vol. 1 No. 1 (2022): November

Section

Articles

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How to Cite

ROLE OF PRODUCT INNOVATION IN INCREASING COMPETITIVE ADVANTAGE. (2023). NOCTIS, 1(1). https://doi.org/10.13057/noctis.v1i1.365