EFFECT OF MARKET ORIENTATION, ORIENTATION OF TECHNOLOGY AND INNOVATION OF PRODUCTS TO THE ADVANTAGES OF COMPETITIVE PIZZA HUT A.YANI PADANG

Leony Patriona Jonson, Maria Magdalena and Mariani St.B Tanjung

No 9x8g6, OSF Preprints from Center for Open Science

Abstract: This research is meant to find out to test the influence of market orientation, technological orientation and product innovation on the competitiveness of Pizza Hut A.Yani Padang. Sample used in this research is Consumer Pizza Hut A.Yani Padang who visited with the status of Dine In (eating restaurant) using the method of Sampling Insidential with the samples of 100 respondents. Data analysis using SPSS software with Linear Regression Analysis. Independent variables in this study are Market Orientation, Technology Orientation, Product Innovation and dependent variable is Competitive Advantage. The result shows Market Orientation has a significant effect on Competitive Advantage. Technological Orientation has a significant effect on Competitive Advantage. Product Innovation has a significant effect on Competitive Advantage.

Date: 2019-10-21
New Economics Papers: this item is included in nep-cse
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:9x8g6

DOI: 10.31219/osf.io/9x8g6

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