The Effect of Product Differentiation on Competitive Advantage in Chicken Geprek Businesses in Montong District

Abstract

Purpose: This study examines the effect of product differentiation on competitive advantage among chicken geprek businesses in Montong District.
Methodology: A quantitative associative survey design was applied to 95 owners and employees selected through purposive sampling. Product differentiation and competitive advantage were measured with eight five-point Likert items. Data were analyzed using descriptive statistics, corrected item-total correlation, Cronbach alpha, residual normality tests, the Glejser test, simple linear regression, t testing, F testing, and the coefficient of determination.
Results: All questionnaire items were valid, and both constructs were reliable (Cronbach alpha=.695 and .689). Product differentiation had a positive and significant effect on competitive advantage (B=.271, t=2.852, p=.005); the model was significant (F=8.135, p=.005) and explained 8.0% of the variance.
Conclusions: Product differentiation contributes positively to competitive advantage, although its explanatory power is modest and competitiveness also depends on service, price, promotion, digital capability, market orientation, and operational consistency.
Limitations: The study uses one predictor, purposive sampling, and respondents connected to businesses in and around Montong, so the findings should not be generalized automatically to all culinary enterprises or regions.
Contributions: The study provides local evidence on differentiation in chicken geprek microenterprises and identifies practical priorities involving signature products, consistent quality, menu design, packaging, delivery, and digital communication.