PENGARUH MEREK DAN STANDARDISASI MUTU TERHADAP SUSTAINABLE COMPETITIVE ADVANTAGE PRODUK MAKANAN BERBASIS UMKM DI SIDOARJO

Abstract

The commencement of the MEA requires the business actors to survive the challenges that are
increasingly open well, so it is required to be able to prepare various components such as
product quality, innovation, brand and standardization of product quality is no exception to the
perpetrators of UMKM in order to have sustainable competitive advantage. Research Objectives
1) To know the effect of Brand on Sustainable Competitive Advantage of Food Products Based
on UMKM. 2) Knowing the effect of Quality Standardization on Sustainable Competitive
Advantage of UMKM Based Food Products. The research method used case study, quantitative
research type, instrument testing with validity test, reliability, normality, homoscedasticity, and
multicollinearity. Using incidental sampling of 50 entrepreneurs. Method of data analysis using
SPSS (Statistical Package for Social Science) program. The result of analysis shows that there is
positive influence of X1 (Brand) variable, X2 (Brand Standardization) variable to Y (Sustainable
Competitive Advantage) variable. Multiple linear equation Y = 0,503 + 0,390X1 + 0,492X2 ..
The result of multiple regression test with F test that influence of variable X1, variable X2
simultaneously to variable Y, the result is significant where the value of F arithmetic equal to
101,247> Ftabel value that is 2,13.