STUDI KOMPARATIF PERSAINGAN BISNIS RETAIL MODERN DAN TRADISIONAL DITINJAU DARI KEUNGGULAN BERSAING

Ade Surya Pertiwi, NPM 1901100031 (2023) STUDI KOMPARATIF PERSAINGAN BISNIS RETAIL MODERN DAN TRADISIONAL DITINJAU DARI KEUNGGULAN BERSAING. Tugas_ Akhir (Artikel) Ekonomis: Journal of Economics and Business, 7 (2). pp. 771-781. ISSN 2597-8829 (Online)

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Abstract

The purpose of this research is to analyze the effect of promotion strategy, product sales, store design and service excellence on competitive advantage in traditional and modern retail. The research method is explanation (explanation) with a quantitative approach. The research conducted in this study used a survey that collected information using a questionnaire through the Google form. The analytical method uses Partial Least Square (PLS). The basic population of this research is traditional and modern retail customers. In this study, non-probability sampling was used as the sampling method. The samples obtained in this study were 96 respondents. The results of the study show that the variable promotion strategy and excellent service have a positive effect on competitive advantage. Retail product variables and business layout do not affect competitive advantage. The higher the retail store implements promotional strategies and excellent service, the greater its competitive advantage, but the higher product differentiation and business layout of the retail store does not increase competitive advantage. Keywords : promotion strategy, product retail, store layout, excellent service, competitive advantage ================================================= Tujuan dari penelitian ini adalah untuk menganalisis pengaruh strategi promosi, penjualan produk, desain toko dan service excellence terhadap keunggulan bersaing pada ritel tradisional dan modern. Metode penelitian adalah explanation dengan pendekatan kuantitatif. Penelitian yang dilakukan dalam penelitian ini menggunakan survei yang mengumpulkan informasi dengan menggunakan kuesioner melalui Google form. Metode analisis mengunakan partial least square (PLS). Populasi dasar penelitian ini adalah pelanggan ritel tradisional dan modern. Dalam penelitian ini, non-probability sampling digunakan sebagai metode pengambilan sampel. Sampel yang diperoleh dalam penelitian ini adalah 96 responden. Hasil penelitian menunjukkan bahwa variabel strategi promosi dan pelayanan prima berpengaruh positif terhadap keunggulan bersaing. Variabel retail product dan tata letak bisnis tidak mempengaruhi keunggulan bersaing. Semakin tinggi toko ritel menerapkan strategi promosi dan pelayanan prima maka semakin besar keunggulan kompetitifnya, namun semakin tinggi diferensiasi produk dan tata letak bisnis toko ritel tersebut tidak meningkatkan keunggulan bersaing. Kata kunci : strategi promosi, ritel produk, tata letak toko, pelayanan prima, keunggulan bersaing

Item Type: Article
Uncontrolled Keywords: Promotion Strategy, Product Retail, Store Layout, Excellent Service, Competitive Advantage =========================== Strategi Promosi, Ritel Produk, Tata Letak Toko, Pelayanan Prima, Keunggulan Bersaing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 29 Sep 2023 07:03
Last Modified: 29 Sep 2023 07:24
URI: http://repository.ulb.ac.id/id/eprint/315

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