PENGARUH DESAIN PRODUK DAN ADVERTISING CREATIVITY TERHADAP KEUNGGULAN BERSAING PADA BISNIS BORDIR ONLINE DI TASIKMALAYA
Survei pada konsumen DMK Bordir Tasikmalaya
Abstract
Article History:
Received:
Revised:
Accepted:
Abstract: This study aims to determine the Simultaneous and Partial Effects between Product Design and Advertising Creativity on Competitive Advantage at the Tasikmalaya Embroidery DMK Company. The research method used is a survey method with a quantitative approach. The sampling technique used non-probability sampling method with a total sample of 100 people. Data collection techniques using online questionnaires. The data used is primary data. The analytical tool used in this study is multiple regression using SPSS 24. The results of the study show that Product Design and Advertising Creativity have a significant effect on Competitive Advantage. Partially Product Design has a significant effect on Competitive Advantage. Partially Advertising Creativity has a significant effect on Competitive Advantage.
Downloads
References
Hollensen, S. 2010. Marketing Management: A Relation-ship Approach, second edition, Pearson Education Limited.
Kotler, P., & Armstrong, G. 2016. Principle of Marketing (16th ed). North Carolina: Pearson Education Limited.
Kotler, Philip, and Amstrong. 2012. Principles of Marketing. Pearson International Edition Eleven edition. Prentice Hall. New York.
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV.
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Raden Anisa Indriani Savitri, Budhi Wahyu Fitriadi, Depy Muhamad Pauzy
This work is licensed under a Creative Commons Attribution 4.0 International License.
