![]() The analysis technique used in this study is by using the concept of Structural Equation Model (SEM) with Partial Least Square (PLS)program. Furthermore, respondents are also given the opportunity to provide feedback or comments. Answers to the questionnaires are included in the list of questions by using a scale interval of 1-5 to obtain respondents opinions regarding the questionnaire. Questionnaires are distributed to the respondents. The data collection technique is done by distributing a questionnaire to the respondent and documentation or records of the sources of the required data. ![]() The data obtained is primary and secondary data. This study is carried out through SEM (Structural Equation Modeling) test with Smart PLS Program. The purpose of this study is to analyze and provide empirical evidence on 1) How the product innovation influences sustainable competitive advantage, 2) how the product innovation influences the market driving, and 3) How the market driving influences the sustainable competitive advantage.
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