PENGARUH KUALITAS PRODUK TERHADAP KEUNGGULAN BERSAING PADA PT ROCKET CHICKEN CABANG PANGKALAN BUN

Siti Khotimah, Hendra Jayusman

Sari


This study aims to analyze the effect of product quality on competitive advantage at PT. Rocket Chicken Pangkalan Bun branch. Product quality is a crucial factor in the competitive fast-food restaurant industry. A quantitative method with a causal approach was employed. A sample of 83 consumers was selected using accidental sampling technique. Data were collected through questionnaires and analyzed using simple linear regression with SPSS 25. The results revealed the regression equation Y = 12.187 + 0.569 X, meaning that every one-unit increase in product quality enhances competitive advantage by 0.569 units. The correlation coefficient (R) of 0.701 indicates a strong relationship between variables. The coefficient of determination (R²) of 0.491 means that 49.1% of the variance in competitive advantage is explained by product quality, while the remaining 50.9% is explained by other factors. The t-test resulted in t-count 8.844 > t-table 1.66388 with significance 0.000 < 0.05, thus H0 was rejected. In conclusion, product quality has a positive and significant effect on competitive advantage. The implication is that improving product quality should be a priority to maintain and enhance the company's competitiveness

Kata Kunci


Product Quality, Competitive Advantage

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Referensi


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