Analisis Inovasi Produk dan Keunggulan Bersaing Terhadap Kinerja Pemasaran Pada Produk Rabbani Store di Surabaya

Rabbani is one of the Indonesian Muslim fashion brands that a pioneer in hijab and clothing Indonesia.The number have sprung up, making competition world even tighter. Therefore, different strategies are needed to achieve competitive advantage. Many factors determine advantage, which product innovation. This research focuses on study uniqueness innovation detail explained through separate indicators focused Store Products. seeks answer whether companies with unique products innovations can positive influence marketing performance Data analysis was carried out using component-based SEM method PLS (Partial Least Square) as an analytical tool this study. The results stated, contribute Marketing Performance, more Product Innovation increases, Performance also increases. Likewise, advantage