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Factors Influencing Competitive Advantage at UD Cahaya Building Materials Store

Authors

Cikal Apriliani Nugraha Management, Battuta University
Asriani Fitri Daulay Management, Battuta University
Suparman Management, Battuta University
Amril Management, Battuta University
ina Hastalona Management, Battuta University

DOI:

https://doi.org/10.47663/ibec.v2i1.88

Keywords:

Courage to take risks, brand image, competitive advantage.

Abstract

This study aims to analyze the effect of risk-taking courage and brand image on competitive advantage at UD Cahaya Building Store. The study was conducted in Sei Buluh Village, Sei Bamban District, Serdang Bedagai Regency. Research data were obtained through questionnaires, interviews, and field observations. Using the nonprobability sampling method, 100 respondents were selected as samples. The results of the linear regression analysis showed that risk-taking courage and brand image had a positive and significant effect on competitive advantage. The t-count value for risk-taking courage was 2.351 (p = 0.021), while for brand image it was 9.770 (p = 0.000). Simultaneously, both variables explained competitive advantage by 51.5% (R Square), while the rest was influenced by other factors such as pricing, personal selling, customer trust, and employee attitudes. This study concludes that measured risk-taking courage and improving brand image are important strategies in increasing the competitive advantage of UD Cahaya Building Store amidst tight business competition.

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References

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Published

2023-12-06 — Updated on 2024-12-05

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How to Cite

Cikal Apriliani Nugraha, Asriani Fitri Daulay, Suparman, Amril, & ina Hastalona. (2024). Factors Influencing Competitive Advantage at UD Cahaya Building Materials Store. PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC), 2(1), 110–119. https://doi.org/10.47663/ibec.v2i1.88 (Original work published December 6, 2023)