The Effects of Retail-Mix Strategy on Performance and Competitive Advantage
- DOI
- 10.2991/aebmr.k.210507.048How to use a DOI?
- Keywords
- retail mix, performance, competitive advantage, SEM
- Abstract
This study aimed to determine empirically whether the retail-mix in small-retail businesses, that includes physical facilities, merchandising, pricing, promotion, services, and organization / personnel has an effect on the performance of small retail businesses and their competitive advantage. The sampling method used was the purposive sampling, in which a total of 280 respondents were drawn among small-retail businesses in Tangerang. The data analysis technique used was Structural Equation Modeling (SEM) using LISREL version 8.8 to test the hypotheses. The results show that, retail-mix strategy, that includes physical facilities or location, merchandising, services, and organization / personnel has an effect on the performance of retailers. Meanwhile, pricing and promotion have no effect on the performance of retailers. Furthermore, the retail-business performance has an effect on the competitive advantage. These results need the attention of small-retail businesses to keep improving the combination of retail-mix strategy, either already has an effect or not on the business performance, because good performance can affect their competitive advantage in this sector.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - M. Tony Nawawi AU - Rodhiah AU - Thea Herawati Rahardjo PY - 2021 DA - 2021/05/09 TI - The Effects of Retail-Mix Strategy on Performance and Competitive Advantage BT - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020) PB - Atlantis Press SP - 317 EP - 321 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210507.048 DO - 10.2991/aebmr.k.210507.048 ID - Nawawi2021 ER -