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Innovation Strategy of Small Industry Batik in Competitive Advantage

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This study analyzing the effect of competence in marketing to competitive advantage, especially seen from a comparison of relative market share and growth in market share. By using Structural Equation Modelling (SEM) this study tested independent variable (Variable Marketing Strategy and Innovation Strategy) as exogenous variables and the dependent variable (Competitive Advantage) as endogenous. Based on data processing by Standardized Coefficient of Software LISREL on 108 respondent, the study found (a) Marketing strategy has a coefficient value of 0.36 and T-count is >T-probability or 3.07 sig >1.96 to competitive advantage. This means accepting H0 and reject H1. (b) An innovation strategy has a coefficient of 0.01 and T-count is <T-probability sig or 0.10 < 1.96 to competitive advantage and this means rejecting H0 and accept H1, innovation strategy does not affect the competitive advantage.
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Keywords: Competitive Advantage; Innovation Strategy; Marketing Strategy

Document Type: Research Article

Affiliations: 1: Department Mechanical Engineering Education, Universitas Negeri Jakarta, Indonesia 2: Razak School of Engineering and Advance Technology, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia 3: Department of Management, Post Graduate School, Muhammadiyah University of Hamka, Jakarta, Indonesia

Publication date: November 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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