Analysis of Differentiation, Quality and Price Strategies on Competitive Advantages and Their Effect on Customer Satisfaction of Noodle Products PT Sukabumi Alam Mandiri

Authors

  • Tony Justinus Hoetama Universitas Ciputra Surabaya, Indonesia
  • Damelina Basauli Tambunan Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.59141/jrssem.v4i11.860

Keywords:

differentiation, quality, price, competitive advantage, marketing

Abstract

This research aims to analyze the effect of differentiation strategy, product quality, and price on competitive advantage, and its impact on marketing performance of PT Wings Group's instant noodle products. In the Fast Moving Consumer Goods (FMCG) industry, intense competition forces companies to continuously innovate and offer added value to consumers. Competitive advantage becomes a key factor in maintaining market share and enhancing marketing performance, especially in the highly competitive instant noodle product category. This research uses a quantitative approach with data collected through surveys from consumers of PT Wings instant noodle products. The analysis was conducted using a multiple regression analysis model to examine the influence of differentiation strategy, product quality, and price on competitive advantage, as well as the relationship between competitive advantage and marketing performance. This study is expected to provide insights into how elements of differentiation strategy, product quality, and price can create a significant competitive advantage and positively impact marketing performance. The findings are expected to serve as a guide for the company to develop more effective strategies in facing competition in the FMCG market.

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Published

2025-06-11

How to Cite

Hoetama, T. J., & Tambunan , D. B. (2025). Analysis of Differentiation, Quality and Price Strategies on Competitive Advantages and Their Effect on Customer Satisfaction of Noodle Products PT Sukabumi Alam Mandiri. Journal Research of Social Science, Economics, and Management, 4(11), 1645–1660. https://doi.org/10.59141/jrssem.v4i11.860

Issue

Vol. 4 No. 11 (2025): Journal Research of Social Science, Economics, and Management

Section

Articles

License

Copyright (c) 2025 Tony Justinus Hoetama, Damelina Basauli Tambunan

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