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THE INFLUENCE OF INNOVATION AND PRODUCT QUALITY TOWARDS SUSTAINABLE COMPETITIVE ADVANTAGE AT WAI-TIDDO NATURE TOURISM, LUWU REGENCY
This study aims to determine the influence of innovation and product quality on sustainable competitive advantage at Wai-Tiddo Nature Tourism, Luwu Regency. The primary data is gathered from all business owners in the area through observation, interviews, and questionnaires, ensuring a comprehensive understanding of the local business environment. The total number of respondents is 90 people, carefully selected to represent a diverse cross-section of the tourism sector in the region. The questionnaires are conducted both directly and indirectly, allowing for a flexible approach that accommodates the varied availability of the respondents and maximizes participation. Furthermore, the secondary data, including relevant documents and supplementary interviews, are meticulously collected from authoritative sources such as the Central Bureau of Statistics and the Local Government Tourism Office. This combination of primary and secondary data provides a robust foundation for analysis, ensuring that the findings are accurate and reliable. The collected data is then rigorously analyzed using multiple regression analysis with the assistance of the SmartPLS program. This powerful tool enhances the precision and reliability of the statistical evaluation. This method allows for a detailed exploration of the relationships between innovation, product quality, and sustainable competitive advantage, revealing the nuanced dynamics. The results show that all the hypotheses in this study are accepted, indicating that innovation and product quality positively and significantly affect Sustainable Competitive Advantage at Wai-Tiddo Nature Tourism, Luwu Regency. These findings underscore the critical importance of continuous innovation and high product quality for businesses seeking to sustain a competitive edge in the increasingly competitive nature tourism market. Keywords: Sustainable competitive advantage, Luwu regency, Product quality, Tourism market
FACULTY OF ECONOMICS AND BUSINESS - UNIVERSITAS NEGERI YOGYAKARTA
International Conference of Ethics on Business, Economics, and Social Science (ICEBESS)
Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia
THE INFLUENCE OF INNOVATION AND PRODUCT QUALITY TOWARDS SUSTAINABLE COMPETITIVE ADVANTAGE AT WAI-TIDDO NATURE TOURISM, LUWU REGENCY (Text)
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