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All Journal Neraca Manajemen, Akuntansi, dan Ekonomi
Rabbani, Athalla Rafif
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Economics, Econometrics & Finance Environmental Science

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STRATEGI, INOVASI, DAN KEUNGGULAN KOMPETITIF: STUDI LITERATUR TERKAIT UPAYA UNTUK MENINGKATKAN KINERJA BISNIS Rabbani, Athalla Rafif; Takaya, Rowlan
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 11 No. 1 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v11i1.7799

Abstract

Penelitian ini bertujuan untuk mengeksplorasi hubungan antara strategi, inovasi, dan keunggulan kompetitif dalam membangun daya saing perusahaan. Dengan menggunakan pendekatan literature review, penelitian ini mengidentifikasi bagaimana integrasi antara strategi yang efektif dan inovasi yang berkelanjutan dapat menciptakan keunggulan kompetitif yang relevan serta sulit ditiru. Strategi berfungsi sebagai pedoman bagi perusahaan untuk mengelola sumber daya dan kapabilitas mereka, sedangkan inovasi menjadi pendorong utama dalam menciptakan nilai unik di pasar. Hasil penelitian menunjukkan bahwa perusahaan yang mampu mengadopsi kapabilitas dinamis untuk merespons perubahan pasar memiliki peluang lebih besar untuk mempertahankan keunggulan kompetitif. Penelitian ini memberikan wawasan teoritis dan praktis bagi perusahaan untuk mengembangkan pendekatan strategis yang lebih adaptif serta inovatif di tengah persaingan global. This research is designed to examine how strategy interacts with innovation in realizing competitive advantage-the competitive core of corporate competitiveness. Using a literature review as the primary approach, the current research identifies how effective strategy coupled with sustainable innovations creates relevant, and hard-to-copy competitive advantages. Strategy in a company is a primary marker for the organization to manage its resources and capabilities. Innovation is primarily the catalyst against which unique market values are created. The results show that the development of dynamic capabilities in a firm translates into economizing in responding to market changes and hence deriving a larger probability of sustaining competitive advantage. This leads to theoretical and practical contributions concerning adaptive and innovative strategic approaches for economic agents competing globally.
EXPLORING THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON PURCHASE INTENTION VIA CUSTOMER SATISFACTION IN FAST FOOD FOR GENERATION Z IN INDONESIA Rabbani, Athalla Rafif; Arafah, Willy
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 12 No. 11 (2024): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v12i11.11912

Abstract

AbstractThis study aims to analyze the impact of perceived Corporate Social Responsibility (CSR) on purchase intention through satisfaction among Generation Z consumers in Indonesia, specifically in the context of fast food. With the increasing social awareness of society, especially among Generation Z, consumers are now considering the ethical values and social impact of the brands they choose. The research method used was a survey with a cross-sectional explanatory approach, involving 200 respondents from Generation Z. The results of the analysis show that there is a positive relationship between ethical values and the social impact of brands. The analysis shows that there is a positive relationship between CSR perception and satisfaction, as well as between satisfaction and purchase intention. This research contributes to companies formulating effective marketing strategies by considering Generation Z's expectations and preferences towards CSR initiatives.Keywords: Corporate Social Responsibility, Purchase Intention, Satisfaction, Generasi Z, Fast food, Indonesia.
Co-Authors Takaya, Rowlan Willy Arafah, Willy