PENGARUH DISRUPTIVE INNOVATION DAN KUALITAS STRATEGI  PEMASARAN TERHADAP  KEUNGGULAN BERSAING

Bayu Sapta Adi Nugroho; Natoil Natoil

doi:10.33747/capital.v3i2.128

Bayu Sapta Adi Nugroho Sekolah Tinggi Ilmu Ekonomi Semarang
Natoil Natoil Sekolah Tinggi Ilmu Ekonomi Semarang

DOI: https://doi.org/10.33747/capital.v3i2.128

Keywords: Disruptive innovation, Quality of marketing strategy, Competitive advantage

Abstract

Abstract

This study aims to examine the effect of disruptive innovation and the quality of marketing strategies and their impact on competitive advantage. The problem in this research is how to increase competitive advantage.In this study, the population used were all 100 online shop sellers in Semarang. Regression analysis was carried out with Statistical Package Social Science (SPSS) software, which was used to analyze the data. The results of the analysis showed that disruptive innovation and the quality of marketing strategies had a significant effect on competitive advantage.These empirical findings indicate that disruptive innovation and the quality of marketing strategies have a significant effect on competitive advantage.

Author Biographies

Bayu Sapta Adi Nugroho, Sekolah Tinggi Ilmu Ekonomi Semarang

Sekolah Tinggi Ilmu Ekonomi Semarang

Natoil Natoil, Sekolah Tinggi Ilmu Ekonomi Semarang

Lecture of Sekolah Tinggi Ilmu Ekonomi Semarang