STRATEGI ADVANTAGE DENGAN DIFERENSIASI SEBAGAI VARIABEL UTAMA

Abstract

Fierce competition in the business world causes companies to try to create and implement strategies to compete for market. One strategy that companies can optimize to improve excellent in competition is through differentiated strategies. The study aimed at identifying strategies in product differentiation, service differrntiation and differentiate image of excellent to compete in the hybrid Indomaret Hybrid Joyo Madiun. The kind of research used is quantitative research. The population of this study is consumers or visitors who shop at Indomaret Hybrid Joyo Madiun with a sample of 100 respondents. Data collection uses questionnaires tested for validity and reliability. The data analysis used is descriptive statistics and linear regression analysis. Studies show that the strategy for product differentiation and service has had a positive and significant impact on partially competitive advantage. Although to differentiate the image has no positive and significant impact on partial competitive advantage .

Keywords: Differentiation Strategy, Competitive Advantage