The Influence Of Product Innovation, Market Orientation And Strategic Planning On Competitive Advantage In The Company PT. Benih Citra Asia Jember
DOI:
https://doi.org/10.51699/economics.v38i1.250Keywords:
Product Innovation, Market Orientation, Strategic PlanningAbstract
This study aims to determine and analyze the effect of product innovation, market orientation and strategic planning on competitive advantage at PT.Benih Citra Asia Jember. This type of research uses quantitative methods with a sample size of 75 employee respondents and uses probility sampling techniques. The data collection techniques used in this study were observation and questionnaires, the distribution of questionnaires was carried out offline and also online (via the google from link). In this study using multiple linear regression data analysis with SPSS statistical tools. The results of this study indicate that the variable product innovation has a significant effect on the competitive advantage of the company PT.Benih Citra Asia Jember, the variable market orientation has a significant effect on the competitive advantage of the company PT.Benih Citra Asia Jember, and the variable strategic planning has a significant effect on the competitive advantage of the company PT.Benih Citra Asia.
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