Abstract:
This research was conducted to analyze the competitiveness of Ventela shoes in
Indonesia local market. In this research, researcher used three independent variables
such as, product quality, product price, and product design using competitiveness as
the dependent variable. The research method used in this research is quantitative
research. The data collection technique employed in this research is non-probability
sampling with purposive sampling as sampling technique. This research population
consists of individuals who use Ventela shoes products who live in Jabodetabek and
outside Jabodetabek. There were 118 respondents as sample in this research. Data
collection was carried out by distributing questionnaires to respondents. The results
of this research indicate that the variable product price and product design
significantly influence competitiveness on the Ventela shoes products, while the
variable of product quality does not significantly influence competitiveness of
Ventela shoes products. Implication to managerial practice and further research are
suggested.