The Effect of Differentiation Strategy to Competitive Advantage
Ratri Amelia Aisyah

Department of Management
Airlangga University

Abstract

This research examines the effect of Product, Service, and Image Differentiation Strategy Of Competitive Advantage. The objective is to determine how much the influence of the strategy of product differentiation, service differentiation and image differentiation on competitive advantage of one of the restaurant in Surabaya. This research is conducted in one of the restaurant in Surabaya. Research model uses questionnaire. The sampling technique uses accidental sampling with 157 respondents. The analytical method uses the method of multiple linear regression analysis, using the classic assumption test, hypothesis F test and t test. Then using the correlation calculations to determine how much the influence and the significance of product differentiation, service differentiation and image differentiation on competitive advantage.

Keywords: product differentiation, service differentiation, image differentiation, Competitive Advantage

Topic: Marketing Management