ANALISIS PENINGKATAN KUALITAS LAYANAN DAN INOVASI PRODUK TERHADAP KEUNGGULAN BERSAING SERTA DAMPAKNYA TERHADAP MINAT MENABUNG GENERASI MILENIAL DI KOTA MAKASSAR

Abstract
This study aims to analyze the effect of service quality and product innovation on competitive advantage and their impact on millennial generation's interest in saving in Makassar City. The millennial generation is an important group in the economy and has shown different tendencies in financial behavior, especially in terms of saving. Therefore, understanding the factors that influence their interest in saving is important for financial institutions and banking service providers.
This study uses a quantitative approach involving the millennial generation in Makassar City. The results of this study indicate that service quality has a positive and significant influence on competitive advantage. In this context, the better the quality of services provided by financial institutions, the higher the competitive advantage they will get. In addition, product innovation also has a positive and significant impact on competitive advantage. Product innovation that is attractive and relevant to the needs of the millennial generation can increase the competitive advantage of financial institutions. In addition, the results of this study also show that competitive advantage has a positive and significant impact on the millennial generation's interest in saving in Makassar City.
This research makes an important contribution to financial institutions and banking service providers in understanding the factors that influence the millennial generation's intention to save. In facing increasingly fierce competition, financial institutions can increase their competitive advantage by improving the quality of services provided and developing product innovations that are relevant to the needs of the millennial generation. Thus, they can increase the interest of the millennial generation in saving, which in turn will provide benefits for the growth and stability of the financial sector in Makassar City.

Keywords: Service Quality, Product Innovation, Competitive Advantage, Interest in Saving