The effect of disruptive era and new product on innovative product launches

He existence of the disruptive era has made many new products launched tend to be innovative due to market competition that pursues excellence. The purpose of this study is to determine and explain the effect of the disruptive era on innovative product launches. This study conducted sampling with a simple random sampling approach and used data collection techniques through a questionnaire method that was given to the general public who met the criteria of respondents, by determining the criteria for respondents, namely the wider community who was more than fifteen years old and using product or services. The variables used in this study are the disruptive era as variable X1, new products as variable X2, and innovative product launches as variable Y. The results of the analysis using the linear regression method show that there is a significance between the disruptive era variable (X1) and the innovative product variable (Y) where the value of sig is 0,000 < 0,05 and the value of tcount is 4.120 > ttable is 2030 which shows that the disruptive era has an effect on the launch of innovative products, then the test results of the analysis of new product variables (X2) have a significance for the innovative product launch variable (Y) shows the value of sig is 0,000 ttable is 2030 shows that the existence of a new product also has an influence on the launch of innovative products.