The Effect Of Atributes Product’s Analysis, Halal Certification, And Product Innovation To The Interest Of Consumer Buying-Back Through The Advantage Competitive Of Micro Small And Medium Business (MSMB) In Medan

Abstract

This research is done to know and analyzing the effect of attribute, halal certification product, and product innovation on the competitiveness of Micro Small and Medium Business in Medan, knowing and analyzing the effect of product attribute, halal certification, and product innovation to consumer buying surge. The type of research used is explanatory research with quantitative approach. The population in this study is the community as consumers who are in the area of Medan province of North Sumatera. Total sample of 150 people. Sampling method which use an accidental sampling is the technique of determining samples by chance, example: consumers whomeets with researcher coincidentally can be sampled if the consumer is appropriate or suitable as a source of data. This research uses the method of Structural Equation Modeling analysis. The mainting of this research is showed that product attributes, halal certification, and product innovation had a positive and significant impact on competitive advantage which impact on consumer buy-back (surge) interest. The advantage competitive has affects consumer buying surge interest positively. Keywords: Product attributes, halal certification, product innovation, competitive advantage, consumer buying interest