ANALISIS PENGARUH INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING PADA PRODUK GULA PASIR SEBELAS (GUPALAS) PABRIK GULA SEMBORO PTP NUSANTARA XI (PERSERO)
Abstract: This study aimed
to examine the effect
of product innovation on consumer satisfaction with a competitive
advantage as an intervening variable in sugar products (Gupalas) at
Sugar Factory Semboro PTP Nusantara XI
(Persero). In this study there are three hypotheses, namely product innovation
affect customer satisfaction, product
innovation affect the competitive advantage and competitive advantage
effect on customer satisfaction. Consumer research population is the
end gupalas in Jember. By
using a sampling technique Purpusive
Sampling, obtained 173 respondents was conducted in January and February 2013. The analysis
used is Confirmatory Regression
Analysis. Having proven valid
and reliable and test the feasibility
of the model that has been proven
to be good. Then conducted confirmatoryregression test with significance <0.5. From the test
results prove that the third
hypothesis could be accepted with
positive and significant. Thus it
is necessary to product innovation andcompetitive advantage in
building customer satisfaction,
due to the higher product innovation and
competitive advantage, the
higher level of customer satisfaction.
Penulis: Putu Sukarmen, Andi
Sularso, Deasy Wulandari
Kode Jurnal: jpakuntansidd130777
