Pengaruh Entrepreneural Capability Dan Branding Capability Terhadap Competitive Advantage Kafe Di Kabupaten Jember - Nabiladev Ummatin; Yuslinda Dwi Handini; Edy Wahyudi (Jurnal Ilmu Administrasi Bisnis, 2026)
Abstract: Entrepreneurial Capability is the ability of business owners to analyze the market and identify opportunities. Branding capability is the company's proficiency in managing marketing strategies and information activities to improve brand image. Competitive advantage is the strategy used by the company to have more value so that it can compete in market competition. The phenomenon of café society, where people's lifestyle refers to entertainment, is spreading in Jember Regency, especially in Sumbersari and Kaliwates Districts, due to the high number of urban residents. This study aims to analyze the influence of entrepreneurial capability and branding capability on the competitive advantage of cafes in Jember Regency. This study used a quantitative approach, with a sample of 61 cafes. Data collection was done using a questionnaire. The results of data analysis show that entrepreneurial capability and branding capability have a positive and significant effect on competitive advantage, but it was found that entrepreneurial capability and branding capability are not the main variables shaping competitive advantage.Abstraksi: Entrepreneurial Capability adalah kemampuan pemilik bisnis menganalisa pasar dan mengidentifikasi peluang. Branding capability adalah kemahiran perusahaan mengelola strategi pemasaran dan kegiatan informasi demi peningkatan citra merek. Competitive advantage adalah strategi yang digunakan perusahaan untuk memiliki nilai lebih sehingga dapat bersaing dalam persaingan pasar. Fenomena café society, dimana gaya hidup masyarakat mengacu pada hiburan, menyebar di Kabupaten Jember, khususnya di Kecamatan Sumbersari dan Kaliwates, karena tingginya jumlah penduduk perkotaan. Penelitian ini bertujuan untuk menganalisis pengaruh entrepreneurial capability dan branding capability terhadap competitive advantage kafe di Kabupaten Jember. Penelitian ini menggunakan pendekatan kuantitatif, dengan sampel sebanyak 61 kafe. Pengumpulan data dilakukan menggunakan kuesioner. Hasil analisis data menunjukkan bahwa entrepreneurial capability dan branding capability berpengaruh positif dan signifikan terhadap competitive advantage, namun ditemukan bahwa entrepreneurial capability dan branding capability bukan variabel utama membentuk competitive advantage.