The Influence of Product Innovation and Marketing Tools on The Competitive Advantage of Fashion Products in Jakarta Barat Area

Abstract

Fashion is a stylish dress equipped with accessories used every day by someone, be it in their daily life or at a particular event to support the appearance. This research was conducted with the knowledge to know the effects of product innovation and marketing tools to the competitive advantage of fashion products in the West Jakarta area. This study uses quantitative data, where the data use is primary data in the form of questionnaires and secondary data obtained from websites and institutions. The technique of collecting data using a survey with a Likert scale. The population is students who come from private universities in the area of West Jakarta. Samples of the study were 628 people and tested the instrument as many as 60 people. Data analysis methods used in this research include descriptive inferential, validity test, reliability test, normality test, correlation test and simple regression analysis, and multiple regression analysis using software processed by IBM SPSS Statistics 22. The results showed that product innovation and marketing tools have an effect on the competitive advantage of fashion products in the West Jakarta region with both have medium criteria. This means product innovation and marketing must be maintained and upgraded to achieve a High Competitive Advantage on Fashion products.