Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Febri Anata
Universitas Malahayati, Bandar Lampung
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
STRATEGI POSITIONING USAHA KULINER LOKAL DALAM MENINGKATKAN DAYA SAING DI BANDAR LAMPUNG Anggi Novitasari; Febri Anata; Ayu Nur Sari; Gunawan Abdul Hamid; Aris Solihin
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 No. 03, September 2026 Published
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.17020

Abstract

The culinary industry in Bandar Lampung is currently experiencing rapid growth, resulting in intense business competition. The emergence of large-scale franchise networks requires local culinary Micro, Small, and Medium Enterprises (MSMEs) to formulate sharp brand positioning strategies to prevent losing market share. This study aims to analyze the extent to which positioning strategies encompassing product attributes (including incremental innovation), consumer benefits, quality and price, user categories, and competitor comparisons affect the competitiveness of local culinary businesses in Bandar Lampung. The results of this study are expected to prove that the precise and targeted implementation of positioning strategies has a positive and significant impact on local culinary business competitiveness. Differentiation advantages, operational cost efficiency, and the ability to focus on local market niches are believed to be the primary keys to business sustainability amidst fierce competition. This research is expected to provide managerial implications for MSME actors, encouraging them to be more adaptive and innovative in managing their brands
Co-Authors Anggi Novitasari Aris Solihin Ayu Nur Sari Gunawan Abdul Hamid