Novita Hanna Lubis, . (2024) PENGARUH INOVASI PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEUNGGULAN BERSAING (SKINCARE SOMETHINC). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The growth of the skincare cosmetics market has been increasing in Indonesia. However, the revenue from Somethinc skincare sales has shown fluctuating conditions. Therefore, it can be said that Somethinc skincare is still less competitive compared to other competitors. This study aims to examine and analyze the influence of product innovation, price, and brand image on competitive advantage. This research employs a quantitative approach with a population consisting of Somethinc skincare users residing in South Jakarta. The sample size in this study is 137 respondents, selected using a non-probability sampling method. The data analysis technique utilized is the Partial Least Square (PLS) method with SmartPLS 4.0 software. Data collection for this study was conducted by distributing questionnaires through Google Forms. The results of the study show that product innovation has a positive and significant effect on competitive advantage, with an original sample value of 0.692. Price also has a positive and significant effect on competitive advantage, with an original sample value of 0.153. Additionally, brand image positively and significantly affects competitive advantage, with an original sample value of 0.150.
| Item Type: | Thesis (Skripsi) |
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| Additional Information: | [No. Panggil : 1910111044] [Pembimbing : Pusporini] [Penguji 1 : Lina Aryani] [Penguji 2 : Yuliniar] |
| Uncontrolled Keywords: | Product Innovation, Price, Brand Image and Competitive Advantage. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NOVITA HANNA LUBIS |
| Date Deposited: | 21 Feb 2025 03:55 |
| Last Modified: | 21 Feb 2025 03:55 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34641 |
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