Pengaruh Kualitas Produk Terhadap Keunggulan Bersaing Pada Pt Rocket Chicken Cabang Pangkalan Bun
Year: 2026
Type: article
Study design: Observational Study
Abstract: 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
Source: Magenta
Authors: Khotimah, Siti, Jayusman, Hendra
Institution: Universitas Antakusuma
Language: Indonesian
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215224604