PENGARUH ATRIBUT PRODUK TERHADAP KEUNGGULAN BERSAING PADA AROMA BAKERY AND CAKE SHOP LUBUK PAKAM

Abstract

Abstract
This research was titled "The Effect of Product Attributes on Competitive Advantages on Aroma
Bakery and Cake Shop Lubuk Pakam" The objective of this research was to find out how the effect
of Product Attributes on Competitive Advantage on Aroma Bakery and Cake Shop Lubuk Pakam
with a sample number of 98 people. The data collection technique used was questionnaires given to
each respondent. Data was processed using SPSS 21. The data analysis technique used was a
simple linear regression obtained constant (a) of 20.585 while the simple regression coefficient (b)
of 0.643 and it could be concluded that product attributes had a positive influence on competitive
advantage. Which meant that if the product attributes get better, then the competitive advantage
will increase by 0.643. Based on the test t is known that tobserved>ttable i.e., 5,505 > 1,984. So, it could
be stated that there was a real influence between the product attributes to the competitive
advantages of Aroma Bakery and Cake Shop Lubuk Pakam and the relationship proved significant.
From the results of the coefficient of determination (R square) it could be said that the Product
Attribute variable (X) affected competitive advantage (Y) of 0.240 or with a percentage of 24.0%
and the remaining 76.0% was influenced by other variables not studied by this research.
Keywords: Product Attributes and Competing Advantages