Keunggulan Bersaing Produk Makanan UKM Dibandingkan Industri Besar di Sumatra Barat

Abstract

This study aims at analyzing the influence (including direct and indirect) of product advantage, price advantage, distribution advantage, promotion advantage, service advantage and image to business development of UKM in foods sector at West Sumatera. Object of this research are foods sectors customers in West Sumatera. Sample size is 377 units. The collected data are analyzed with path analysis. The study results revealed that, product advantage, price advantage, place advantage, promotion advantage, service advantage and image has the influences to costumer buying of UKM in foods sector in West Sumatera. Distribution advantage and promotion advantage has the biggest influences on the customer buying and the smallest influences is services advantage.