THE EFFECT OF PRODUCT, BRAND AND PACKAGING DIVERSITY OF COMPETITIVE ADVANTAGES AND IMPLICATIONS ON SALES RESULTS (A Study on Opak Small and Medium Industries in Sumedang Regency)

Opak SMIs in Sumedang Regency are faced with the problem of maintaining and increasing sales results. In strategic marketing, failure to maintain and increase sales results (sales) is very disturbing company performance. This is reasonable because sales results are an important component of company performance. If this happens, the company will experience difficulties in maintaining and developing internal resources and excellence (diversity of products, brands and packaging). Companies that cannot maintain and develop internal resources and excellence are threatened with bankruptcy. The existence of Opak SMIs in Sumedang Regency is highly dependent on a number of forces that exist in the markets where they operate, especially the strength to always have a diversity of products, brands and packaging. The purpose of this study was to determine (1) the effect of diversity of products, brands and packaging on competitive advantage in Opak SMIs in Sumedang Regency. (2) The effect of diversity of products, brands and packaging on the results of sales at IKM Opak in Sumedang Regency. (3) Effect of competitive advantage on sales results at Opak SMIs in Sumedang Regency. The research method used is descriptive survey method and explanatory survey, the unit of analysis is Opak SMEs entrepreneurs in Sumedang Regency with a sample size of 20 entrepreneurs, while the analysis method used is path analysis. Based on the results of data analysis and processing, the following findings are found: (1) The diversity of products, brands and packaging influences the competitive advantage of Opak SMIs in Sumedang Regency, but when viewed partially, it turns out that the dominant brand influences the competitive advantage over diversity and packaging. (2) The diversity of products, brands and packaging affects the sales results at Opak SMIs in Sumedang Regency, but when viewed partially, it turns out that dominant packaging affects Sales Results rather than diversity and brands. (3) Competitiveness has an effect on sales results at Opak SMIs in Sumedang Regency, so that if the company is able to increase competitive advantage, the sales results will increase