Safitri, Safitri Pramudya (2025) Pengaruh Diversifikasi Produk Dan Viral Marketing Terhadap Keunggulan Bersaing (Studi Kasus Warung Bekicot Magetan). S1 thesis, Universitas PGRI Madiun.
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Abstract
Warung Bekicot Magetan is a traditional culinary MSME that strives to maintain its existence amid increasingly competitive business conditions. Its unique snail-based products require appropriate marketing strategies to achieve a competitive advantage. This study aims to examine the effect of product diversification and viral marketing on competitive advantage using a quantitative approach. Data were collected from 80 respondents selected through purposive sampling with specific criteria, such as having visited and used the services of Warung Bekicot Magetan. The research instrument was a questionnaire analyzed using multiple linear regression with SPSS version 25. The results show that each independent variable has a significant influence on the dependent variable. First, product diversification significantly affects competitive advantage, with a t-value of 4.843, which is greater than the t-table value of 1.664, and a significance level of 0.000. Second, viral marketing also has a significant effect, with a t-value of 5.196, which is higher than the t-table value of 1.664, and a significance level of 0.000. Third, simultaneously, product diversification and viral marketing significantly influence competitive advantage, with an F-value of 51.132, which is higher than the F-table value of 3.11, and a significance level of 0.000. These findings suggest that both product diversification and viral marketing strategies collectively enhance Warung Bekicot Magetan's competitive advantage in the increasingly dynamic traditional food business sector.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Product Diversification; Viral Marketing; Competitive Advantage |
| Subjects: | A Social Sciences > HF Commerce A Social Sciences > HG Finance T Technology > T Technology (General) |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi |
| Depositing User: | RETA PRAMUDYA SAFITRI |
| Date Deposited: | 12 Aug 2025 08:03 |
| Last Modified: | 12 Aug 2025 08:03 |
| URI: | http://eprint.unipma.ac.id/id/eprint/3691 |
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