MILDA SUCI NINGSIH, NPM 2101300323 (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI KEUNGGULAN BERSAING KENZI CAFE DI ERA MODERN. Tugas_Akhir (Artikel) JURNAL BISNIS MAHASISWA, 5 (3). pp. 1517-1530. ISSN 2807-2219 (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh inovasi produk, word of mouth, dan persepsi konsumen terhadap keunggulan bersaing Kenzi Cafe. Jenis penelitian yang digunakan adalah kuantitatif. Sampel berjumlah 96 responden yang merupakan pelanggan Kenzi Cafe, dengan penentuan menggunakan rumus Lemeshow karena populasi tidak diketahui. Teknik pengumpulan data dilakukan melalui observasi, dokumentasi, dan kuesioner dengan skala Likert. Analisis data mencakup uji asumsi klasik (multikolinearitas, heteroskedastisitas, dan normalitas), serta uji regresi linier berganda dengan uji t (parsial), uji F (simultan), dan koefisien determinasi. Hasil penelitian menunjukkan bahwa inovasi produk, word of mouth, dan persepsi konsumen secara parsial berpengaruh signifikan dan positif terhadap keunggulan bersaing Kenzi Cafe. Secara simultan, ketiga variabel tersebut juga berpengaruh terhadap keunggulan bersaing. Implikasi dari penelitian ini menunjukkan pentingnya bagi Kenzi Cafe untuk terus melakukan inovasi, membangun persepsi positif di benak konsumen, serta memanfaatkan word of mouth sebagai strategi promosi yang efektif untuk meningkatkan keunggulan bersaing di tengah tantangan industri kuliner modern. Kata Kunci : Inovasi Produk, Word of Mouth, Persepsi Konsumen, Keunggulan Bersaing ================================================================================================== This study aims to determine and analyze the influence of product innovation, word of mouth, and consumer perception on the competitive advantage of Kenzi Cafe. The type of research used is quantitative. The sample consisted of 96 respondents who were Kenzi Cafe customers, with the determination using the Lemeshow formula because the population was unknown. Data collection techniques were employed through observation, documentation, and questionnaires using a Likert scale. Data analysis includes classical assumption tests (multicollinearity, heteroscedasticity, and normality), as well as multiple linear regression tests with t-tests (partial), F-tests (simultaneous), and coefficients of determination. The results of the study indicate that product innovation, word of mouth, and consumer perception have a significant and positive effect on Kenzi Cafe's competitive advantage, albeit partially. Simultaneously, these three variables also affect competitive advantage. The implications of this study highlight the importance for Kenzi Cafe to continue innovating, fostering positive perceptions in the minds of consumers, and leveraging word of mouth as an effective promotional strategy to enhance its competitive advantage amidst the challenges of the modern culinary industry. Keywords: Product Innovation, Word Of Mouth, Consumer Perception, Competitive Advantage
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Inovasi Produk, Word of Mouth, Persepsi Konsumen, Keunggulan Bersaing======================Product Innovation, Word Of Mouth, Consumer Perception, Competitive Advantage |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 26 Jun 2025 08:12 |
| Last Modified: | 26 Jun 2025 08:12 |
| URI: | http://repository.ulb.ac.id/id/eprint/1531 |
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