THE INFLUENCE OF INNOVATION STRATEGY ON THE COMPETITIVE ADVANTAGE OF THE COFFEE BEVERAGE IN BANDUNG CITY

Abstract

The purpose of this study is to determine the level of innovation strategies and the
competitive advantage in the coffee beverage business in Bandung. The study also examines
the effect of innovation strategy on competitive advantage. This is a quantitative research
with non-probability sampling techniques, such as quota sampling. Likert scale of 1 to 5 is
used with simple regression analysis to predict the values between variables. The results
show that the innovation strategy has a positive effect on the competitive advantage.