ANALISIS PENGARUH INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING PADA PRODUK GULA PASIR SEBELAS ( PTP NUSANTARA XI

Abstract

Increasing competition in today product, we need a customer satisfaction order to to survive and excel in competition. because consumers are satisfied a consumer expectation has been reached on the product issued by a company. To be able to build customer satisfaction and product innovation needed competitive advantage. This study aimed to examine the effect of product innovation on consumer satisfaction with a competitive advantage as an intervening variable in sugar products