THE INFLUENCE OF PRICE, SERVICE, AND PLACE TOWARD COMPETITIVE ADVANTAGE (CASE STUDY DORE BY LETAO)

Abstract

The purpose of this study is to know the influence of Price, Place, and Service toward Competitive Advantage on Dore By Letao‟s Cheesecake/product using quantitative research. This quantitative research will evaluate the influence of Price, Place, and Service toward Competitive Advantage on Dore By Letao‟s cheesecake/product. This research is using classical assumption test, and for hypothesis testing using multiple regression. This research using t-test for testing with level of 0.05, f-test for testing simultaneous influence to dependent variable, and coefficient of correlation (R) and determination (R²). This research is conducted in Indonesia using non-probability sampling which is convenience sampling and using 153 respondents. The result indicates that price, service have significant influence towards competitive advantage with .000 significant value, and place have not significant influence towards competitive advantage. Even though, place has no significant value but, but this research also still indicates that price, service, and place have simultaneous significant influence towards competitive advantage.