STRATEGI POSITIONING USAHA KULINER LOKAL DALAM MENINGKATKAN DAYA SAING DI BANDAR LAMPUNG

Anggi Novitasari; Febri Anata; Ayu Nur Sari; Gunawan Abdul Hamid; Aris Solihin

doi:10.36989/didaktik.v12i03.17020

Anggi Novitasari Universitas Malahayati, Bandar Lampung
Febri Anata Universitas Malahayati, Bandar Lampung
Ayu Nur Sari Universitas Malahayati, Bandar Lampung
Gunawan Abdul Hamid Universitas Malahayati, Bandar Lampung
Aris Solihin Universitas Malahayati, Bandar Lampung

DOI: https://doi.org/10.36989/didaktik.v12i03.17020

Keywords: Positioning Strategy; Business Competitiveness; Competitive Advantage.

Abstract

The culinary industry in Bandar Lampung is currently experiencing rapid growth, resulting in intense business competition. The emergence of large-scale franchise networks requires local culinary Micro, Small, and Medium Enterprises (MSMEs) to formulate sharp brand positioning strategies to prevent losing market share. This study aims to analyze the extent to which positioning strategies encompassing product attributes (including incremental innovation), consumer benefits, quality and price, user categories, and competitor comparisons affect the competitiveness of local culinary businesses in Bandar Lampung. The results of this study are expected to prove that the precise and targeted implementation of positioning strategies has a positive and significant impact on local culinary business competitiveness. Differentiation advantages, operational cost efficiency, and the ability to focus on local market niches are believed to be the primary keys to business sustainability amidst fierce competition. This research is expected to provide managerial implications for MSME actors, encouraging them to be more adaptive and innovative in managing their brands

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