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Meningkatkan Kinerja Pemasaran Ritel Tradisional melalui Innovation Capability dan Competitive Advantage

Year: 2025

Type: article

Abstract: This study aims to analyze the influence of innovation capability and competitive advantage on the marketing performance of grocery stores. The research method used is quantitative, by distributing questionnaires containing statements from each variable to 43 grocery store owners in Padang City. Data processing using multiple linear regression analysis. The results of this study reveal that innovation capability and competitive advantage have a positive and significant effect on the marketing performance of grocery stores in Padang City.

Source: EKONOMIS Journal of Economics and Business

DOI: 10.33087/ekonomis.v9i1.2248

Authors: Dewi Anggraini, Yasri Yasri, Rosyeni Rasyid

Institution: State University of Padang

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409403460

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