International Journal of Research and Innovation in Social Science (IJRISS) | Volume VI, Issue VII, July 2022 | ISSN 2454–6186
Competitive Advantage Ritel 212 Mart to Increase Company Reputation
Arik Farzeli, Derriawan, Zulkifli
Postgraduate Directorate, Magister of Management, Pancasila University, Jakarta, Indonesia
*Corresponding author
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.
Keywords: brand image, service quality, innovation, competitive advantage, and company reputation
I.INTRODUCTION
Retail business is a business that involves selling goods or services to consumers in units or retail. Consumers who buy products or services in retail are intended to consume them or use them personally and do not resell them. The retail business of goods is divided into three types of formats: Traditional Market (morning market), Supermarket / Hypermarket Format, and Convenience Format or better known as Minimarket Format.”
“Retail sales in Indonesia fell 2.2 percent year-on-year in September 2021 after falling 2.1 percent a month earlier. This is the third straight decline in retail trade, as consumption remains subdued amid disruptions caused by the spread of the COVID-19 Delta virus.” Sales continued to decline for clothing (-12.0% vs -14.6% in August), automotive parts & accessories (-10.1% vs -3.7%), cultural & leisure goods (-12.5% vs -16.3%), information & communication equipment (-28.8% vs -32.4%), and household appliances (-24.9% vs -20.3%). On the other hand, sales of food, beverage & tobacco rose further (5.3% vs. 5.8%) supported by higher fuel sales (22.8 vs. 5.9%). On a monthly basis, retail sales fell 1.5 percent, after dropping 2.1 percent in August (Setiaji, 2021).