Tambunan, Marsha Priskila and Simatupang, Parhimpunan (2017) The Influence Of Product Quality Towards Competitive Advantage Of Local Coffee Shops In Serpong Area: Case Study Of Local Coffee Shops In BSD City And Gading Serpong. Bachelor thesis, Swiss German University.

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Abstract

Local coffee shop businesses are rising, especially in BSD City and Gading Serpong. This leads to an avoidable competition within the local coffee shop player. In order to survive in this market, it is crucial to own competitive advantage. This research examines the influence of product quality towards competitive advantage of local coffee shops in Serpong area (BSD City and Gading Serpong). Literatures and previous studies toward product quality, competitive advantage, and its relation, have been reviewed to provide more understanding, also, as a tool to form the model of this research. This study is a descriptive study, with quantitative data collection and analysis. Primary data was collected by distributing questionnaires to 100 targeted customers in 4 chosen local coffee shops in BSD City and Gading Serpong. Structural Equation Modelling (SEM) in AMOS, was used as the data analysis. The result shows that product quality does have an influence toward competitive advantage of local coffee shop in Serpong area. Moreover, the most influencing factor to product quality are freshness and taste.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Coffee Shop; Product Quality; Competitive Advantage; Competition
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2340 Small and medium-sized businesses H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel T Technology > TS Manufactures > TS1109 Quality Control
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	09 May 2020 13:59
Last Modified:	09 May 2020 13:59
URI:	http://repository.sgu.ac.id/id/eprint/176

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