Analisis Pengaruh Strategi Harga dan Saluran Distribusi dalam Meningkatkan Keunggulan Kompetitif Distributor Wortel di Kabupaten Karo

Mia Audina Br Tarigan; Sri Rezeki

doi:10.61132/menawan.v4i5.2628

Authors

Mia Audina Br Tarigan Universitas Negeri Medan
Sri Rezeki Universitas Negeri Medan

DOI:

https://doi.org/10.61132/menawan.v4i5.2628

Keywords:

Competitive Advantage, Distribution Channels, Distributor Wortel, Karo Regency, Pricing Strategy

Abstract

This research was motivated by the problem of the influence of price strategies and distribution channels on the competitive advantage of carrot distributors in Karo Regency. The research used a quantitative approach with the population of carrot distributor business owners, and a sample of 38 business actors was determined through accidental sampling techniques. Data were collected using questionnaires/questionnaires, then analyzed with the SPSS version 26 program. The results of the study showed that the price strategy had no significant effect on competitive advantage with a significance value of 0.761. On the other hand, the distribution channel had a positive and significant influence on the competitive advantage with a significance value of 0.011. Simultaneously, the price strategy and the distribution channel had a significant effect on the competitive advantage with a significance value of 0.034 and contributed 17.5%. These findings confirm that distribution channels are the dominant factor in increasing the competitive advantage of carrot distributors in Karo Regency, while price strategies are not the main determinant. The implication of this study is the need to strengthen an effective and efficient distribution network as the main strategy to support the competitiveness of horticultural agribusiness businesses, especially in carrot commodities in the research area.

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