M. HAFIZD SHAPUTRA, NPM 2201400364 (2026) ANALISIS STRATEGI DIFERENSIASI PRODUK KULINER TERHADAP PENINGKATAN DAYA TARIK PELANGGAN DI PASAR TRADISIONAL BAGAN BATU. Tugas_Akhir(Artikel) Bongaya Journal of Research in Management, 9 (2). pp. 143-152. ISSN 2615-8868 (e-ISSN)
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Abstract
This study aims to analyze the culinary product differentiation strategies — encompassing product uniqueness, product quality, and flavor innovation — on customer attraction at Bagan Batu Traditional Market. A quantitative method was employed with 250 respondents selected through purposive sampling, analyzed using multiple linear regression with SPSS version 26. The t-test results indicate that product uniqueness (t = 2.971), product quality (t = 4.677), and flavor innovation (t = 6.551) each have a significant effect with significance values of 0.000–0.003. Simultaneously, the F-test yielded a value of 324.920 with a significance of 0.000, confirming that all three variables jointly have a positive and significant effect on customer attraction. Flavor innovation was identified as the most dominant variable. The coefficient of determination of 0.798 indicates that 79.8% of the variation in customer attraction is explained by the three variables, while the correlation value of 0.894 reflects a very strong relationship between product differentiation strategies and customer attraction. These findings imply that culinary vendors in traditional markets need to continuously optimize their product differentiation strategies to enhance customer attraction. Keywords: Differentiation Strategy, Product Uniqueness, Product Quality, Flavor Innovation, Customer Attraction =============================================================================================== Penelitian ini bertujuan menganalisis strategi diferensiasi produk kuliner meliputi keunikan produk, kualitas produk, dan inovasi rasa — terhadap daya tarik pelanggan di Pasar Tradisional Bagan Batu. Metode kuantitatif digunakan dengan 250 responden melalui purposive sampling dan analisis regresi linear berganda menggunakan SPSS versi 26. Hasil uji t menunjukkan keunikan produk (t = 2,971), kualitas produk (t = 4,677), dan inovasi rasa (t = 6,551) masing-masing berpengaruh signifikan dengan nilai signifikansi 0,000–0,003. Secara simultan, uji F menghasilkan nilai 324,920 dengan signifikansi 0,000, yang berarti ketiga variabel berpengaruh positif dan signifikan terhadap daya tarik pelanggan. Inovasi rasa merupakan variabel paling dominan. Koefisien determinasi sebesar 0,798 menunjukkan bahwa 79,8% variasi daya tarik pelanggan dijelaskan oleh ketiga variabel tersebut, dengan korelasi sebesar 0,894 yang mengindikasikan hubungan sangat kuat. Temuan ini mengimplikasikan bahwa pedagang kuliner perlu mengoptimalkan strategi diferensiasi produk secara berkelanjutan. Kata Kunci: Strategi Diferensiasi, Keunikan Produk, Kualitas Produk, Inovasi Rasa, Daya Tarik Pelanggan
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Differentiation Strategy, Product Uniqueness, Product Quality, Flavor Innovation, Customer Attraction===============Strategi Diferensiasi, Keunikan Produk, Kualitas Produk, Inovasi Rasa, Daya Tarik Pelanggan |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Jun 2026 07:09 |
| Last Modified: | 04 Jun 2026 07:09 |
| URI: | http://repository.ulb.ac.id/id/eprint/2489 |
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