THE INFLUENCE OF PRICE, PROMOTION METHOD AND PRODUCT INNOVATION ON COMPETITIVE ADVANTAGE (Case Study of MSMEs Wood Carving Craft in Mas Village, Gianyar Regency)

ABSTRACT: MSMEs carry out marketing and innovation as driver of economic growth and the main component to build a competitive advantage. Innovation is part of a frame work that connects all aspects of company culture with the ability to innovate in order to improve company performance. This research aims to determine the influence of price, promotional method, and product innovation on the achievement of competitive advantage. The research method used is associative with quantitative approaches. The data used in this research was collected by distributing questionnaires to 60 respondents, namely entrepreneurs who were selected using a census sample technique, where all the population used as samples. The research instrument was tested using validity and reliability tests. The analysis technique used was multiple linear regression with SPSS. Based on the result of the analysis found that price, promotion method, and product innovation each has positive and significant influence on competitive advantage.
KEYWORDS: Price, Promotion Method, Product Innovation, Competitive Advantage