Pengaruh Inovasi Produk dan Harga terhadap Keunggulan Bersaing pada Deni Catering di Kota Medan

Abstract

This research aims to determine the effect of product and price innovation on Deni Catering's competitive advantage. This type of research is quantitative research. The type of data used in this research is primary data in the form of a questionnaire with a research sample of 55 Deni Catering customers. The analysis technique used is multiple linear regression. The results of this research show that product innovation has a positive and significant effect on Deni Catering's competitive advantage. Price has a positive and significant effect on Deni Catering's competitive advantage. Product innovation and price simultaneously have a positive and significant effect on Deni Catering's competitive advantage.