Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal WIDYA MANAJEMEN
Sisilia Suci Yunitasari Suci Yunitasari
UPN "Veteran" Jawa Timur
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis Keunikan Produk dan Inovasi Produk Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing pada Busana Muslim di Surabaya Sisilia Suci Yunitasari Suci Yunitasari; Muhadjir Anwar
Widya Manajemen Vol 4 No 2 (2022): Widya Manajemen
Publisher : UNHI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32795/widyamanajemen.v4i2.2885

Abstract

This study aims to identify and examine product uniqueness and product innovation on marketing performance through competitive advantage in Muslim clothing in Surabaya. Structural equation modeling is used to test research hypotheses on the database of Muslim fashion brands in Surabaya. Data were taken from the responses of 65 respondents; Questionnaires were distributed to owners or business managers of Muslim fashion brands in Surabaya. The findings show that the uniqueness of the ability to create unique products for Muslim clothing products brings huge benefits in improving marketing performance. and enable the development and attraction of customers in the Muslim fashion brand business to get bigger. By reviewing various pieces of literature on views based on product uniqueness, product innovation, competitive advantage, and marketing performance, this study offers an analysis of product uniqueness and product innovation on marketing performance through competitive advantage in Muslim fashion brands which have received a lot of attention from researchers. Conceptual discussion and empirical results expand on previous research on marketing performance and competitive advantage based on product uniqueness and product innovation.
Co-Authors Muhadjir Anwar