Kemampuan Manajerial dan Strategi Inovasi Dalam Mempertahankan Siklus Hidup Produk Minuman Cepat Saji

Daman Sudarman, Djoko Hananto, Imam Muhtadin

Abstract


Minuman cepat saji merupakan pilihan minuman paling populer dikalangan masyarakat saat ini terutama generasi milenial, telah mengalami tantangan penjualan selama pandemi COVID-19. Tujuan dari penelitian ini adalah untuk mengkaji pengaruh kemampuan manajerial, dan strategi inovasi terhadap Siklus Hidup Produk. Metode penelitian yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan pengolahan data menggunakan SemPls. Hasil penelitian menunjukkan bahwa variabel Kemampuan Manajerial dan Strategi Inovasi berpengaruh signifikan terhadap Siklus Hidup Produk.


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