PERAN KREATIVITAS, INOVASI, DAN ORIENTASI PASAR DALAM MEMBENTUK KEUNGGULAN BERSAING KAFE FILOSOFI KOPI JOGJA

Authors

  • Th A Radito Prodi Manajemen STIE Isti Ekatana Upaweda Yogyakarta
  • Ridha Zulfikri Daya Prodi Manajemen STIE Isti Ekatana Upaweda Yogyakarta
  • Meniek Srining Prapti Fakultas Ekonomi dan Bisnis Unika Soegijapranata Semarang

Keywords:

Creativity, Innovation, Market Orientation, Competitive Advantage

Abstract

This study examines the influence of creativity, innovation, and market orientation on competitive advantage. Research was conducted on consumers of Kafe Filosofi Kopi Jogja. The objects in this study are Creativity, Innovation, Market Orientation, and Competitive Advantage. The population in this study was all consumers of Kafe Filosofi Kopi Jogja who were buying at Kafe Filosofi Kopi Jogja. The sampling method used is purposive sampling with a sample of 200 respondents. The data was processed using multiple regression. The results showed that creativity, innovation, and market orientation have a significant influence on competitive advantage. Innovation proved to have the greatest influence (B coefficient value of 0.361) followed by creativity (B coefficient value of 0.267, and market orientation (B coefficient value of 0.262). The research model is proven to be able to explain the influence of Creativity, Innovation, and Market Orientation on competitive advantage (with an F value of 40.204 with a significance level of 0.000).

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Published

2024-06-20

How to Cite

Radito, T. A., Daya, R. Z., & Prapti, M. S. (2024). PERAN KREATIVITAS, INOVASI, DAN ORIENTASI PASAR DALAM MEMBENTUK KEUNGGULAN BERSAING KAFE FILOSOFI KOPI JOGJA. Jurnal Socia Akademika, 10(1), 1–8. Retrieved from https://aks-akk.e-journal.id/jsa/article/view/291

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Vol. 10 No. 1 (2024): Edisi Juni 2024

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