Pengaruh Orientasi Kewirausahaan dan Kreativitas Produk Terhadap Keunggulan Bersaing pada Pelaku Usaha Sentra Wisata Kuliner Convention Hall Keputih di Surabaya. (The Influence of Entrepreneurial Orientation and Product Creativity on Competitive Advantage in Business Actors at the Keputih Convention Hall Culinary Tourism Center in Surabaya).

Yulianti, Dita (2023) Pengaruh Orientasi Kewirausahaan dan Kreativitas Produk Terhadap Keunggulan Bersaing pada Pelaku Usaha Sentra Wisata Kuliner Convention Hall Keputih di Surabaya. (The Influence of Entrepreneurial Orientation and Product Creativity on Competitive Advantage in Business Actors at the Keputih Convention Hall Culinary Tourism Center in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The research that has been carried out aims to determine the effect of entrepreneurial orientation and product creativity on competitive advantage in the Keputih Hall Convention Culinary Tourism Center business actors in Surabaya. This type of research is quantitative research with survey research using a questionnaire as the instrument. The sample of this study was 40 respondents using the non-probability sampling method (non-random sampling) and saturated sampling technique where the entire population was sampled. The data analysis technique used is multiple regression analysis. The population of this study are business actors at the Keputih Hall Convention Culinary Tourism Center. The method of data analysis in this study is to use multiple linear regression analysis, test the coefficient of determination R2 and test the hypothesis (t test and F test). The results of this study indicate that Entrepreneurial Orientation and Product Creativity have a positive and significant effect both partially and simultaneously on Competitive Advantage. Keywords: Entrepreneurial Orientation, Product Creativity, Competitive Advantage

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