Analisis Keunggulan Bersaing Produk Hand Sanitizer Antis Di Masa Pandemi
During the Covid-19 pandemic, people are required to maintain health protocols. Health and hygiene tools are needed, one of which is hand sanitizer. So that the demand for hand sanitizers has increased and there are many brands of hand sanitizers circulating at varying prices. This study is a quanti...
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2021-07-09.
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| 520 | |a During the Covid-19 pandemic, people are required to maintain health protocols. Health and hygiene tools are needed, one of which is hand sanitizer. So that the demand for hand sanitizers has increased and there are many brands of hand sanitizers circulating at varying prices. This study is a quantitative study designed to prove and analyze the effect of product innovation, price and brand image on the competitive advantage ofproducts hand sanitizer Antis. Theppopulation in this studyywere peopleewho bought or wereuusing hand sanitizer Antisin the West Bogor sub-district, Bogor City. The sample size used is 96 respondents, and non-probability sampling method is used with purposive sampling type. Data collection was done by distributing questionnaires via google form. The dataaanalysis techniqueuused is the PartiallLeast Squares (PLS) method. The resultssof thissstudy indicateethat the producttinnovation variable has a contribution of 0.214 with a significant value of 0.006, then the price variable has a contribution of 0.246 with a significant value of 0.014 and the brand image variable has a contribution of 0.484 with a significant value of 0.000 to competitive advantage. So competitive advantage is influenced by product innovation, price and brand image variables of 70.9%. This shows that product innovation, price and brand image have a positive and significant impact on competitive advantage | ||
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