ABSTRAK

Hikmaturrahimah (2024). Pengaruh Strategi Diferensiasi Produk, Diferensiasi

Layanan Dan Kreativitas Terhadap Keunggulan Bersaing (Studi Kasus Pada

Kerajinan Bouquet Di Kota Banjarmasin).

Pembimbing: Anna Nur Faidah.

Penelitian ini dilakukan untuk (1) Untuk mengetahui dan menganalisis

pengaruh strategi diferensiasi produk terhadap keunggulan bersaing pada usaha

kerajinan bouquet di Kota Banjarmasin. (2) Untuk mengetahui dan menganalisis

pengaruh diferensiasi layanan terhadap keunggulan bersaing pada usaha kerajinan

bouquet di Kota Banjarmasin. (3) Untuk mengetahui dan menganalisis pengaruh

kreativitas terhadap keunggulan bersaing pada usaha kerajinan bouquet di Kota

Banjarmasin.

Jumlah sampel pada penelitian ini sebanyak 85 responden pengusaha

kerajinan bouquet di Kota Banjarmasin. Teknik pengambilan sampel yang

digunakan adalah simple random sampling menggunakan rumus dari Hair et al.,

(2010). Jenis penelitian ini berupa penelitian kuantitatif. Teknik analisis

menggunakan regresi linier berganda.

Hasil penelitian menunjukkan bahwa (1) strategi diferensiasi produk tidak

berpengaruh terhadap keunggulan bersaing (2) diferansiasi layanan berpengaruh

terhadap keunggulan bersaing (3) kreativitas berpengaruh terhadap keunggulan

bersaing.

Kata Kunci: Strategi Diferensiasi Produk, Diferensiasi Layanan, Kreativitas,

Keunggulan Bersaing

ABSTRACT

Hikmaturrahimah (2024) The Influence of Product Differentiation Strategy,

Service Differentiation and Creativity on Competitive Advantage (Case Study of

Bouquet Crafts in Banjarmasin City).

Supervisor: Anna Nur Faidah.

This research was conducted to (1) To determine and analyze the

influence of product differentiation strategies on competitive advantage in

bouquet craft businesses in Banjarmasin City. (2) To determine and analyze the

effect of service differentiation on competitive advantage in the bouquet craft

business in Banjarmasin City. (3) To determine and analyze the influence of

creativity on competitive advantage in the bouquet craft business in Banjarmasin

City.

The number of samples in this study was 85 respondents from bouquet

craft entrepreneurs in Banjarmasin City. The sampling technique used was simple

random sampling using the formula from Hair et al., (2010). This type of research

is quantitative research. The analysis technique uses multiple linear regression.

The research results show that (1) product differentiation strategy has no

effect on competitive advantage (2) service differentiation has an effect on

competitive advantage (3) creativity has an effect on competitive advantage.

Keywords: Product Differentiation Strategy, Service Differentiation, Creativity,

Competitive Advantage