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Determinants of Competitive Advantage and Their Impact on Consumer Satisfaction at Chicken Restaurants in South Jakarta Digdowiseiso, Kumba; Lestari, Rahayu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3270

Abstract

Changes in consumer behavior through the appetite of the younger generation, lifestyle, digital technology make producers and marketers start thinking about using a superior marketing strategy among their competitors. Increased sales will be achieved if it can create a competitive advantage among chicken restaurants. This study aims to analyze the effects of market orientation and product innovation on competitive advantage and customer satisfaction. It also investigates the effect of competitive advantage on customer satisfaction. The study was conducted on 150 culinary SMEs (Small-Medium Enterprises) of the Chicken Restaurant in the South Jakarta area. The primary data obtained from interviews with completeness in the form of a questionnaire. While, secondary data is collected from information on SMEs and the internet. We utilized the Structural Equation Modeling (SEM) method with the help of LISREL 8.70 software. Our result found that both market orientation and product innovation together produced a significant effect on competitive advantage. We also found that market orientation, product innovation, and competitive advantage together affected customer satisfaction.
Co-Authors Abdul Hafaz Ngah Abdunnafi, Fauziah Istiqomah Abdurahman Abdurrahman Abidin, Yuliza Achmad Yahya Teguh Panuju Afifatunnisa, Aura Agus Sugiri, Agus Agustiani, Fitri Ahmad Nurkhin Aisyah, Haydee Noor Alam, Mufassirul Alvita Sari Andhini Trihapsary Andi Wijanarko ANDINI NURWULANDARI Anis Rostiani Aprilya, Rani Astiwi Inayah Aulia Rahmadanti Awalya Awalya, Awalya Azizah, Fadilla Nur Azlinzuraini Ahmad Baehaqi Beladdina An’nisa Cahyani, Diah Hanung Chalid Sahuri Christina Evas Joe Likumahua Cindy Sri Wahyuni Dani Dani Defina Maharani Dharmawan, Rifky Dhieka Avrilia Lantana Digdowiseiso , Kumba Divia Zal Rizky Dwi Fitra Arreski Efendi, Suryono Elwisam Elwisam, Elwisam Elwisam, Elwisam Emirullyta Harda Ninggar Epi Jama fadhlillah, nibras Fani Rahayu Fauziah Fauziah Fengyuan , Liao Firmando, Moses Fitriah Basalamah Fujiati Afriliani Gibran, Hafiizh Muhammad ha Rofusila Abu Hasan Hadi Prayitno Hadi Prayitno, Hadi Hasanudin Hasanudin Hasanudin Humam Inayah, Astiwi Intan Islamia Intan Mulia Sari Jaeni Jaeni Jamal Fakhri Juhaizi Mohd Yusof Juliani Pudjowati Junaida Junaidah Junaidah Kamandanu, Fisko Arya Karimah, Hapsyah Nur Karyatun, Subur Khairunnisa, Gita Khalid Farooq Khatijah Omar Koderi Krisna, Arindya A’isy Kumba Digdowiseiso, Kumba Kusumaningrum, Anisa Putri Lantana, Dhieka Lestari, Silvy Dwi Lilis Suryani Lindayu, Feriska Luvianingtias, Shera Nabila Mairoza Manopo, Dania Amani Mardin Rachman Marsudi Marsudi Maryanto - Marzelina Sintia Putri Melati Miranda, Sovia Muchlison, Sonny Mufidah Tamah Muhammad Wasul mungin eddy wibowo, mungin eddy Murtopo, Bahrun Ali Muthmainnah, Dewi Refianingrum Mu’in, Fathul Na'im, Ainun Nanda, Arifa Natalia Pricilia Ticoalu Nina Yudha Aryanti Nonon Saribanon Noor Fadhiha Mokhtar Novita Eka Rahmadhani Nur Aishah Awi Nur Rochmah Kumalasari Nur, Siti Utami Novia Nurul Isnaini nurul khotimah Nuzul Inas Nabila, Nuzul Inas Nyai Mukholisah Oktalina, Gayatria Olawole Olanre Fawehinmi Orina, Dina Panca hardian Putra Perawati Pinarsinta, Tira Pradini, Gagih Puspadari Setyowati Putri Kusumaningrum, Anisa Putri Oktaviani Putri, Irma Mega Rabbani, Ghani Fadhil Ramdayani, Syofia Sofatunisa Rena Elpiana Resti Hardini Resti Hardini Restiana, Mei Rezeki Putri Utami Ricko Sholeh Pratama Rinda Andini Thamrin Riska Nurazila Romlah Rosyidah Muhammad Rum Alim, Moch Safiek Mokhlis Saksono, Lalang Sanjaya, Fitri Juliana Sari, Meida Ramita Sarina Ismail Sartika, Deby Sekarani, Shalsyadila Safira Setiawan, Anugrah Rega Silvi Rahmadani Siti Falindah Padlee siti rodiah Soni Prayoga Suadi Sapta Putra Sugiono, Edi Suwadji, Sukma Annisa Syafrizal Chan Tarumanegara, Fahmi Tety Rachmawati Tiara Pradani Tiara Rosa Maharani Ting Ting, Chen Tri Waluyo Tri Waluyo Tuna, Syifa Azzahra Uripto, Casto Utama, Andyan Pradipta Vadly Dwijka Jafesia Wismanto Wismanto Wulan Suciska Yapono, Dania Amani Yasifati Hia Yulfa, Arie Yulia Apriana Yupi Yani Telaumbanua Zuha Rosufila Abu Hasan Zulfikar, Ahya