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All Journal Jurnal Manajemen Bisnis Eka Prasetya
Galih Khoirul Ichwan
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Humanities Economics, Econometrics & Finance

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The Effect of Innovation & Ability on Competitive Advantage Mediated by Creativity Brand Ice Cream & Tea XYZ in Cikarang. Dio Nudia Fallah; Galih Khoirul Ichwan; M. Malik Yassin Supriyadi; Retno Purwani Setyaningrum
Jurnal Manajemen Bisnis Eka Prasetya Vol 11 No 1 (2025): Edisi Maret 2025
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v11i1.551

Abstract

This study analyzes the effect of innovation and ability on competitive advantage, mediated by creativity, at Brand Ice Cream & Tea XYZ in Cikarang. XYZ is a fictitious name used to maintain the confidentiality of the real business studied in this research. Using a quantitative approach, data were collected through a Likert-scale questionnaire with 74 respondents selected purposively. The results show that innovation significantly affects competitive advantage, both directly and through creativity as a mediating variable. However, ability only affects creativity and does not have a direct impact on competitive advantage. The survey also revealed significant dissatisfaction among respondents regarding the impact of innovation and ability on the competitive position of Brand Ice Cream & Tea XYZ in Cikarang. This indicates the need for improvements in innovation, ability, and product differentiation to strengthen market position and competitiveness amidst the growing number of competitors. This study contributes to understanding the dynamics of competitive advantage in the food and beverage industry.
Co-Authors Dio Nudia Fallah M. Malik Yassin Supriyadi Retno Purwani Setyaningrum