Pengaruh Inovasi Produk Terhadap Keunggulan Bersaing Pada Usaha Bakery Coy Kecamatan Seberida Kabupaten Indragiri Hulu

The research conducted by the author aims to see the effect of Coy Bakery product innovation on competitive advantage. This study also aims to determine the dimensions of Product Innovation that have the most influence on Competitive Advantage. The population in this research is Bakery Coy consumers. Sampling using incidental sampling as many as 40 people. The data in this study were obtained through questionnaires, and the data analysis used was simple linear regression analysis, Classical Assumption Test, and Partial Test with SPSS version 25 application. Based on research and hypothesis testing that has been done regarding Product Innovation on Competitive Advantage, it can be concluded that: 1. The results showed that each Product Innovation on the Competitive Advantage of Bakery Coy products was declared good. 2. The results of the study show that each variable of Product Innovation and competitive advantage r-count>r-table is n = 40 with a significant level of 5% is 0.3120, and it can be interpreted that research on the influence of Coy Bakery Product Innovation on Competitive Advantage Valid. 3. The results show that Product Innovation has a cronbach alpha value of 0.771 and Competitive Advantage has a cronbach alpha value of 0.792, and it can be interpreted that this data test is reliable (consistent). 4. The results of the study using partial multiple linear regression analysis (t test) it is known that the t-count value (4.356 > t-table (2.024), namely There is a partially significant effect of Product Innovation (X) on Competitive Advantage (Y) in the Bakery Coy business in Seberida District, Indragiri Hulu Regency. The product innovation carried out at Bakery Coy makes Bakery Coy products known to the public, such as the Korean garlic cheese bread, with this Bakery Coy is inspired to further improve product innovation in order to maintain customer satisfaction. in this study to maintain and improve consumer satisfaction with a competitive advantage, the bakery must make changes or develop innovation continuously