The Impact Of Product Innovation And Market Orientation On The Competitive Advantage of Souvenirs In Padang

Abstract

This study aims to analyze the influence of the dimensions of product innovation (product feature innovation, product packaging innovation, and product uniqueness innovation) and market orientation towards competitive advantage of bengkuang processed products in Padang. The population in this study are UMKM in Padang who sell bengkuang. There were 100 respondents taken by using purposive sampling technique. The data was analyzed by using path analysis through SPSS software.