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All Journal JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi
Bayu Sapta Adi Nugroho
Sekolah Tinggi Ilmu Ekonomi Semarang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH DISRUPTIVE INNOVATION DAN KUALITAS STRATEGI PEMASARAN TERHADAP KEUNGGULAN BERSAING Bayu Sapta Adi Nugroho; Natoil Natoil
JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi Vol 3 No 2 (2021): Jurnal Capital: Kebijakan Ekonomi, Manajemen dan Akuntansi
Publisher : Sekolah Tinggi Ilmu Ekonomi Semarang

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Abstract

Abstract This study aims to examine the effect of disruptive innovation and the quality of marketing strategies and their impact on competitive advantage. The problem in this research is how to increase competitive advantage.In this study, the population used were all 100 online shop sellers in Semarang. Regression analysis was carried out with Statistical Package Social Science (SPSS) software, which was used to analyze the data. The results of the analysis showed that disruptive innovation and the quality of marketing strategies had a significant effect on competitive advantage.These empirical findings indicate that disruptive innovation and the quality of marketing strategies have a significant effect on competitive advantage.
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