Pengaruh kreatifitas produk dan inovasi produk terhadap keunggulan bersaing produk kue soes pada Toko Kue Soes Merdeka di Jl.Merdeka No.25 Bandung

Penelitian ini dilakukan pada toko kue Soes Merdeka di Jl. Merdeka No.25 Bandung. Fenomena perkembangan bisnis makanan di Indonesia saat ini berkembang dengan pesat, dengan penerapan kreativitas produk yang kurang tepat dan rendahnya inovasi produk dapat menimbulkan kegagalan dalam keunggulan bersaing. Tujuan penelitian ini untuk mengetahui tanggapan responden mengenai kreatifitas produk, inovasi produk, keunggulan bersaing, dan menguji pengaruh kreatifitas produk dan inovasi produk terhadap keunggulan bersaing.Metode yang digunakan dalam penelitian ini adalah metode analisis deskriptif dan verifikatif. Populasi penelitan ini berjumlah 850 dan tehnik penarikan sampel menggunakan tehnik stratified random sampling sehingga diperoleh 90 responden. Metode analisis data menggunakan analisis jalur (path analysis) dengan menggunakan bantuan spss 20.0 for windows.Hasil penelitian menunjukan bahwa kreativitas produk mempunyai hubungan yang signifikan terhadap inovasi produk. Kreativitas produk dan inovasi produk baik secara simultan dan parsial berpengaruh signifikan terhadap keunggulan bersaing. Secara parsial yang paling berpengaruh terhadap keunggulan bersaing adalah inovasi produk.

Product creativity is a very important step for the survival of a company's productivity. It will have an impact on product innovation. high product creativity will improve a product innovation. If it's connected with an exellence competitive, it will make an exellence competitive that expected by a company. The existence of a product innovation is important for any company because it has the high level of product innovation, the company is able to achieve the targets of the company's goal of achieving an exellence competitive to the company.The purpose of this study is to find the creativity of product, product innovation and exellence competitive, and also to find the height of product creativity's influence towards product innovation and the height of product creativity toward exellence competitive and also the height of product innovation's influence for exellence competitive as well as the product creativity's influence and product innovation toward the exellence competitive.The method that is used for this study is a descriptive analysis and verification methods. The research population totaled 850 and sampling techniques using stratified random sampling technique to obtain 90 respondents. Methods of data analysis using path analysis with the SPSS 20.0 for windows.Results of path analysis concludes that creativity products significantly influence the product innovation. Product creativity and innovation products both simultaneously and partially have significant effect on the exellence competitive.Simultaneously affect by 87.2%, while that affecting the exellence competitive indirectly or from other factors are 19.4%. partially that the most influence on the exellence competitive is product innovation at 75.6% and the effect of product creativity at 11.5%.