Competitive Advantage Ritel 212 Mart to Increase Company Reputation

Arik Farzeli, Derriawan and Zulkifli
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Arik Farzeli: Postgraduate Directorate, Magister of Management, Pancasila University, Jakarta, Indonesia
Derriawan: Postgraduate Directorate, Magister of Management, Pancasila University, Jakarta, Indonesia
Zulkifli: Postgraduate Directorate, Magister of Management, Pancasila University, Jakarta, Indonesia

International Journal of Research and Innovation in Social Science, 2022, vol. 6, issue 7, 34-44

Abstract: The purpose of this study was to determine the Competitive Advantage of 212 Mart to Increase the Company’s Reputation. This research uses quantitative and qualitative research methods. The sampling technique used was purposive sampling. Data collection has used a questionnaire. The data analysis technique uses Structural Equation Modeling (SEM) analysis which is processed with Smart PLS 3.0 for quantitative analysis, while for qualitative analysis using IE, CPM, TOWS, and QSPM. The results of quantitative research prove that Brand Image, Service Quality, and Innovation each have an effect on Competitive Advantage and on the company’s reputation. As for the results of the strategy analysis research through the input stage strategy with CPM, the matching stage with TOWS and the decision stage with QSPM, the strategy used from the QSPM results is market penetration. The implication of this study for 212 Mart has to pay attention to brand image, service quality, and innovation to improve its corporate reputation.

Date: 2022
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