Marketing Development and Competitive Advantage as Determinants of Sustainability of Food and Beverage Businesses Using QPON Application from the Customer Perspective
Year: 2026
Type: conference-paper
Study design: Observational Study
Abstract: Digitalization is prompting shifts in marketing tactics in the food and beverage (FnB) industry, including the implementation of promotional applications such as QPON. In the face of growing competition, the capacity to create marketing strategies and sustain a competitive advantage has become essential for ensuring the long-term success of a business. This research utilized a quantitative approach through a survey administered to 211 participants aged 17 to 30 who had experience with or knowledge of the QPON application. The analysis was con- ducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS software. The findings demonstrate that marketing development has a beneficial and considerable impact on competitive ad- vantage and sustainability. A competitive advantage was also discovered to have a positive and important effect on sustainability. These results indicate that using digital marketing strategies via QPON can improve competitive standing and assist in maintaining the sustainability of the food and beverage industry in a market that is becoming more competitive.
Authors: Stanley Albert Marvin, Idi Jahidi
Institution: Binus University
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7204825905