JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi
Vol 3 No 2 (2021): Jurnal Capital: Kebijakan Ekonomi, Manajemen dan Akuntansi

PENGARUH DISRUPTIVE INNOVATION DAN KUALITAS STRATEGI PEMASARAN TERHADAP KEUNGGULAN BERSAING

Bayu Sapta Adi Nugroho (Sekolah Tinggi Ilmu Ekonomi Semarang)
Natoil Natoil (Sekolah Tinggi Ilmu Ekonomi Semarang)

Article Info

Publish Date
16 Dec 2021

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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Journal Info
JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi
Website

Abbrev

capital

Publisher

Sekolah Tinggi Ilmu ekonomi Semarang

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The CAPITAL Journal is a scientific journal that can be accessed openly for academics, researchers, students, lecturers and professional practitioners published by STIE Semarang. The journal CAPITAL is a periodical publication (twice a year, published in July and December) with the main objective to ...