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This study aims to determine the effect of creativity and innovation on competitive advantage (a case study of wedding organizer Hastina Puspita Decoration Jambi). The population in this study were consumers who have used the services of wedding organizer Hastina Puspita Decoration Jambi in 2019, the number of samples was calculated based on the formula Slovin that as many as 70 respondents. Sample collection is done by distributing questionnaires with Simple random sampling technique. The method of data analysis uses descriptive methods and quantitative methods, namely multiple linear regression analysis with a significant level of 0.05. The overall analysis was calculated using the SPSS version 24 program. The results of the study show that (1) creativity and innovation have a positive and significant effect on competitive advantage on wedding organizer Hastina Puspita Decoratin Jambi. (2) innovation has the most dominant influence on competitive advantage wedding organizer Hastina Puspita Decoration Jambi

PENGARUH KREATIVITAS DAN INOVASI TERHADAP KEUNGGULAN BERSAING (STUDI KASUS WEDDING ORGANIZER HASTINA PUSPITA DECORATION KOTA JAMBI)