Abstract
This study intends to ascertain how food and beverage product innovation and creativity affect marketing performance via competitive advantage for MSMEs that are Aspemtari members. A questionnaire was used to collect data for this study, which was conducted using a quantitative methodology. Members of MSMEs make up both the population and sample in this study. The Aspemtari person has 45 members. Sampling method utilizing saturated samples and SmartPls analysis as a support tool. The findings of this study, product innovation has a positive and significantly effect on competitive advantages. However, creative output does not significantly and negatively effect competitive advantage. Innovation product and innovation and creativity product not has a positive and significant effect on marketing performance. Competitive advantage has an effect positive and significant on marketing performance Aspemtari MSMEs.
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