<![CDATA[This study aims to investigate and analyze the influence of innovation, variation, and differentiation on competitive advantage, using a case study of Kopi Kenangan bottled coffee in Beji district, Depok city. The research employs a quantitative approach. Data collection was conducted using a questionnaire with a sample of 100 respondents, determined by the Slovin formula. The valid questionnaires were processed using the PLSSEM analysis method. Instrument testing in this study utilized validity and reliability tests. The data analysis methods included discriminant validity test, convergent validity test, reliability test, and hypothesis testing. The T-Value for innovation's effect on competitive advantage of Kopi Kenangan bottled coffee product is 3.501, indicating a significant influence as the T-Value is greater than the T-table value (1.96). This suggests that better innovation positively impacts competitive advantage. The T-Value for variation's effect on competitive advantage of Kopi Kenangan bottled coffee product is 2.644, signifying a significant influence as the T-Value exceeds the T-table value (1.96). This indicates that better variation positively impacts competitive advantage. The T-Value for differentiation's effect on competitive advantage of Kopi Kenangan bottled coffee product is 3.614, demonstrating a significant influence as the T-Value is greater than the T-table value (1.96). This implies that better differentiation positively impacts competitive advantage.]]>
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