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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 Abidin, Yuliza Achmad Yahya Teguh Panuju Afifatunnisa, Aura Agus Sugiri, Agus Agustiani, Fitri Ahmad Nurkhin Aisyah, Haydee Noor Andhini Trihapsary Andi Wijanarko ANDINI NURWULANDARI Anis Rostiani Aprilya, Rani Astiwi Inayah Awalya Awalya, Awalya Azizah, Fadilla Nur Azizul Yadi Yaakop Azlinzuraini Ahmad Baehaqi Beladdina An’nisa Budin , Dg Safrina Ag Cahyani, Diah Hanung Chalid Sahuri Christina Evas Joe Likumahua Dani Dani Dharmawan, Rifky Dhieka Avrilia Lantana Digdowiseiso , Kumba Elwisam Elwisam, Elwisam Elwisam, Elwisam 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 Humam Inayah, Astiwi Intan Islamia Isadora, Kaela Juhaizi Mohd Yusof Juliani Pudjowati Kamandanu, Fisko Arya Karimah, Hapsyah Nur Karyatun, Subur Khalid Farooq Khatijah Omar Krisna, Arindya A’isy Kumba Digdowiseiso, Kumba Kusumaningrum, Anisa Putri Lajuni , Nelson Lantana, Dhieka Lestari, Silvy Dwi Lilis Suryani Lindayu, Feriska Mardin Rachman Marsudi Marsudi Maryanto - Marzelina Sintia Putri Melati Miranda, Sovia Mohidin, Rosle MONICA DEWI Muchlison, Sonny Mufidah Tamah Muhammad Wasul Muharam, Hari mungin eddy wibowo, mungin eddy Murtopo, Bahrun Ali Mu’in, Fathul Nanda, Arifa Natalia Pricilia Ticoalu Nguyen Duc Tri Nina Yudha Aryanti Nonon Saribanon Noor Fadhiha Mokhtar Nur Aishah Awi Nur Rochmah Kumalasari Nur, Siti Utami Novia Nurul Isnaini Nuzul Inas Nabila, Nuzul Inas Nyai Mukholisah Ogunkoya, Olufemi Adewale Olawole Olanre Fawehinmi Orina, Dina Panca hardian Putra Pinarsinta, Tira Pradini, Gagih Putri Kusumaningrum, Anisa Putri Oktaviani Rabbani, Ghani Fadhil Raifan Wahyu Satria Rena Elpiana Resti Hardini Resti Hardini Ricko Sholeh Pratama Rifna Angraini Rohana Ahmad Rosyidah Muhammad Rum Alim, Moch Safiek Mokhlis Salmah Sari, Alvita Sari, Meida Ramita Sarina Ismail Sartika, Deby Sekarani, Shalsyadila Safira Setiawan, Anugrah Rega Siti Falindah Padlee Siti Nur Hikmah siti rodiah Soni Prayoga Suadi Sapta Putra Sugiono, Edi Suwadji, Sukma Annisa Syafrizal Chan Tety Rachmawati Tiara Pradani Tri Waluyo Tri Waluyo Tuna, Syifa Azzahra Uripto, Casto Utama, Andyan Pradipta Wastuti, Wahyu Wijanarko, Andi Wismanto Wismanto Yapono, Dania Amani Yasifati Hia Yulfa, Arie Yulia Apriana Yupi Yani Telaumbanua Zaliha Zainuddin Zuha Rosufila Abu Hasan Zulfikar, Ahya