The Effectiveness of Product Innovation and Advertising Appeal to Increase the Competitive Advantage of MPV Cars
Anjeli Riana,
Leonita Shineas Agustine,
Siska Ernawati Fatimah
Abstract:The transportation sector in Indonesia has experienced significant growth, particularly in the development of cars. Among the various types of cars, MPV cars have shown remarkable progress. This research aims to enhance the competitive advantage of MPV car companies through product innovation and effective advertising strategies. The study focuses on MPV car users in Cirebon City as the target population. To ensure a representative sample, purposive random sampling technique was employed, resulting in a sample… Show more
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