Building Competitive Advantages and Its Implications on Sales
- 10.2991/icebef-18.2019.90How to use a DOI?
- product; brand; packaging; competitive advantage; sales
The purpose of this study is to determine (1) Influence Diversity of products, brands and packaging to competitive advantage in MSE of Opak in Sumedang regency. (2) Influence of product, brand and packaging Diversity on sales result at MSE of Opak in Sumedang Regency. (3) The Influence of Competitive Advantage to the Sales Result of MSE of Opak in Sumedang Regency. The research method used is descriptive survey method and explanatory survey, the analysis unit is MSE of Opak entrepreneurs in Sumedang Regency with sample size of 30 entrepreneurs, while the analytical method used is path analysis. Based on the results of analysis and data processing, then produced a finding as follows (1) The diversity of products, brands and packaging effect on competitive advantage in MSE of Opak in Sumedang Regency, but when viewed partially, Brand dominant influence on competitive advantage than Diversity and Packaging. (2) The diversity of product, brand and packaging influences on sales of MSE of Opak in Sumedang Regency, but when viewed partially, it turns out that the dominant packaging influences on Sales than the diversity and the brand. (3) Competitive advantage effect on sales outcomes in MSE of Opak in Sumedang Regency, so if the company is able to increase the competitive advantage, then the sales will increase.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Dodi Sukmayana PY - 2019/05 DA - 2019/05 TI - Building Competitive Advantages and Its Implications on Sales BT - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) PB - Atlantis Press SP - 408 EP - 416 SN - 2352-5428 UR - https://doi.org/10.2991/icebef-18.2019.90 DO - 10.2991/icebef-18.2019.90 ID - Sukmayana2019/05 ER -