Pengaruh Inovasi Produk dan Citra Merek terhadap Keunggulan Bersaing melalui Loyalitas Pelanggan sebagai Variabel Intervening pada UMKM di Pasaraya MMTC Kota Medan
DOI:
https://doi.org/10.61231/zhkqf397Keywords:
Product Innovation, Brand Image, Customer Loyalty, Competitive AdvantageAbstract
This study examines the effect of product innovation and brand image on competitive advantage among MSMEs (UMKM) at Pasaraya MMTC, Medan, both directly and indirectly through customer loyalty as an intervening variable. A quantitative explanatory design was applied to 200 MSME customers selected through purposive sampling, with data collected using a five-point Likert questionnaire and analyzed using SEM-PLS in SmartPLS 4.0. Product innovation significantly affects competitive advantage (β = 0.601; p < 0.001) and customer loyalty (β = 0.493; p < 0.001). Brand image strongly affects customer loyalty (β = 0.772; p < 0.001) but has no significant direct effect on competitive advantage (β = 0.095; p = 0.116). Customer loyalty significantly affects competitive advantage (β = 0.428; p < 0.001), partially mediates the effect of product innovation (indirect effect = 0.211; p < 0.001), and fully mediates the effect of brand image (indirect effect = 0.330; p < 0.001). The model explains 89.3% of the variance in customer loyalty and 90.8% in competitive advantage.
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