ANALISIS PENGARUH DIFERENSIASI LAYANAN, KUALITAS LAYANAN, DAN HARGA TERHADAP COMPETITIVE ADVANTAGE PERUSAHAAN DAERAH PASAR KABUPATEN MINAHASA TENGGARA DENGAN RITEL MODERN
DOI:
https://doi.org/10.35794/tt70ey88Abstract
This study examines the influence of service differentiation, service quality, and price on the competitive advantage of the Regional Market Company (PD Pasar) of Southeast Minahasa Regency. The research approach use quantitative and a structured qustionnaire distributed to 155 consumers of traditional markets managed by PD Pasar. Data were analyzed using multiple linear regression. The findings reveal that service quality has a positive and significant effect on competitive advantage. Conversely, service differentiation and price exhibit positive but statistically insignificant effects, suggesting that these factors alone are insufficient to create a sustainable competitive advantage without consistent service excellence. Simultaneously, service differentiation, service quality and price significantly influence competitive advantage. These findings highlight the importance of improving service quality while integrating differentiation strategies and competitive pricing to strengthen the competitiveness of traditional markets against modern retail businesses. This study contributes to the marketing management literature by extending the application of the Resource-Based View to the context of public traditional market management in developing economies.
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