BUSINESS STRATEGIES IN IMPROVING COMPETITIVENESS: ITS IMPACT ON BUSINESS PERFORMANCE
Abstract
This study aims to identify the impact of coffee shop business strategies in increasing competitiveness on business performance.This study eval_uates the factors of proactiveness, risk-taking, and innovation among coffee shop business owners in Soloraya. The problem in this study is the increasing preval_ence of coffee-drinking culture that makes coffee shops unable to survive in business competition due to oversupply, as well as the preval_ence of consumer behavior that is easily bored so that loyalty to a product tends to decrease.
The object of the study was coffee shop owners in Soloraya, involving 90 respondents as a sample. This study used a quantitative method using SmartPLS for data processing. The findings show that business strategy factors, including proactiveness, risk-taking, and innovation, have a significant positive effect on business performance. Coffee shop owners need to apply the right concept and target determination to be able to increasingly innovate in following consumer tastes
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