Pengaruh Orientasi Kewirausahaan, Inovasi Produk dan Keunggulan Bersaing Terhadap Kinerja Pemasaran UMKM Kuliner di Kota Bandar Lampung
Tri Lestira Putri Warganegara,
Karliony Ardila
Abstract:The purpose of this study is to explore the relationship between entrepreneurial orientation, product innovation, competitive advantage, and marketing performance of culinary micro-, small- and medium-sized enterprises (MSMEs) in Bandar Lampung. The study sample consisted of 53 of his MSME culinary entrepreneurs from Bandar Lampung city. The approach used in this study is quantitative research techniques and data analysis using IBM SPSS Statistics26. The results of the subtest show that while competitive advan… Show more
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