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All Journal Journal of Economics, Business, & Accountancy Ventura Analitika : Jurnal Magister Psikologi UMA Journal of Education, Humaniora and Social Sciences (JEHSS) Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) Golden Ratio of Data in Summary Jurnal Penelitian Pendidikan Indonesia
Nur Aisyah
Universitas Medan Area
Economics, Econometrics & Finance Health Professions Mathematics Public Health Social Sciences Other

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Journal : Golden Ratio of Data in Summary

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The Effect of Product Innovation and Entrepreneurial Marketing on SME Competitive Advantage Michael Joy Rade Damanik; Nur Aisyah
Golden Ratio of Data in Summary Vol. 4 No. 2 (2024): May - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v4i2.739

Abstract

This study aims to determine the effect of product innovation and entrepreneurial marketing on the competitive advantage of SME in Medan Tuntungan District, North Sumatra. This type of research uses quantitative methods. The population of this study were all SME in Medan Tuntungan District, totaling 375 SME, and the number of samples obtained from calculations using the Slovin formula, namely 79 samples. The results obtained from this study are that partially product innovation has a positive and significant effect on competitive advantage with a t-calculated of 2.895 and a t-estimated worth 1.99 so that the t-calculated> t-estimated (2.895> 1.99) and the significance value is smaller than 0.05 (0.025 <0.05). Likewise, the entrepreneurial marketing variable has a positive and significant effect on competitive advantage with a t-calculated of 2.014 and a t-estimated worth 1, 99 so that the t-calculated> t-estimated (2.014> 1, 99) and a significance value smaller than 0.05 (0.019 < 0.05). While simultaneously, product innovation (X1) and entrepreneurial marketing (X2) together have a positive and significant effect on the competitive advantage of SME in Medan Tuntungan District with an F-calculated value of 4.027 and an F-estimated value of 3.12, so 4.027> 3.12 with a significance value of 0.022 < 0.05.
Co-Authors Dahrul Siregar Djoko Soelistya Endah Budiarti Ida Bagus Cempena Ikhwan Alparisi Michael Joy Rade Damanik Nora Pitri Nainggolan Retno Purwani Setyaningrum Riza Fanny Meutya Suhardi Suhardi Syafruddin Ritonga Widya Putri Utami