Strategi Diferensiasi Produk Mie Gacoan dalam Meningkatkan Keunggulan Kompetitif

Penulis

  • Dwi Kartika Prananingrum Institut Dharma Bharata Grup
  • Hommy Dorthy Ellyany Sinaga Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
  • Nunut Asniar Institut Dharma Bharata Grup
  • Muhamad Ridhayantho Institut Dharma Bharata Grub

DOI:

https://doi.org/10.58812/jekws.v2i03.1428

Kata Kunci:

Diferensiasi Produk, Keunggulan Bersaing, Inovasi, Branding

Abstrak

Penelitian ini menguji dampak dari strategi diferensiasi produk, khususnya inovasi, kualitas, branding, dan harga, terhadap keunggulan kompetitif Mie Gacoan. Dengan menggunakan desain penelitian kuantitatif, data dikumpulkan dari 200 responden dengan menggunakan kuesioner terstruktur dengan skala Likert mulai dari 1 sampai 5. Data dianalisis dengan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). Hasil penelitian menunjukkan bahwa keempat dimensi diferensiasi produk - inovasi, kualitas, merek, dan harga - secara positif dan signifikan meningkatkan keunggulan kompetitif Mie Gacoan. Temuan ini menggarisbawahi pentingnya diferensiasi strategis dalam membangun posisi pasar yang kuat dan mencapai keunggulan kompetitif yang berkelanjutan dalam industri mie yang sangat kompetitif. Studi ini memberikan wawasan yang berharga bagi bisnis yang bertujuan untuk meningkatkan posisi pasar mereka melalui strategi diferensiasi yang efektif.

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Unduhan

Diterbitkan

2024-07-31

Cara Mengutip

Prananingrum, D. K., Sinaga, H. D. E., Asniar, N., & Ridhayantho, M. (2024). Strategi Diferensiasi Produk Mie Gacoan dalam Meningkatkan Keunggulan Kompetitif. Jurnal Ekonomi Dan Kewirausahaan West Science, 2(03), 282–290. https://doi.org/10.58812/jekws.v2i03.1428

Terbitan

Vol 2 No 03 (2024): Jurnal Ekonomi dan Kewirausahaan West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2024 Dwi Kartika Prananingrum, Hommy Dorthy Ellyany Sinaga, Nunut Asniar, Muhamad Ridhayantho

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