THE INFLUENCE OF BLUE OCEAN STRATEGY AND INNOVATION CAPABILITY ON PURCHASING DECISIONS IN THE RUMOH TUHA COFFEE SHOP, LHOKSEUMAWE CITY
DOI:
10.54443/ijset.v4i7.975Published:
2025-08-01Downloads
Abstract
The purpose of this study is to examine how Rumoh Tuha Coffee Shop in Lhokseumawe City's customers' decisions are influenced by Blue Ocean Strategy and Innovation Capability. The highly competitive culinary industry serves as the backdrop for this study, which requires companies to offer unique value in orders to attract customers. Questionnaires were distributed to 100 respondents using a simple random sample technique to complete in order to gather primary data for the descriptive quantitative approach. Multiple linear regression was used to analyze the data. The findings show that the Blue Ocean Strategy significantly and favorably influences purchase decisions to some extent. On the other hand, purchasing decisions are significantly impacted by innovation capability. Both factors simultaneously have a favorable and noteworthy impact. These findings indicate that a unique value creation strategy is more appreciated by consumers than innovations that do not align with market preferences. Therefore, implementing an appropriate and targeted strategy is key to driving consumer purchasing decisions.
Keywords:
Blue Ocean Strategy Innovation Capability Purchasing Decisions Coffee Shop Marketing Strategy.References
Ahdiat, A. (2024). Konsumsi Kopi Per Kapita Indonesia Meningkat Pada 2023. Databoks. https://databoks.katadata.co.id/agroindustri/statistik/670f30434a092/konsumsi-kopi-per-kapita-indonesia-meningkat-pada-2023
Fahmi, M. (2024). Startup F&B Indonesia Semakin Tangguh Dengan Ketahanan Ekonomi Indonesia. East Ventures. https://east.vc/id/berita/insights-id/fnb-startup-indonesia/
Firmansyah, A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). In Cv Budi Utama: Vol. 5 No. (Nomor september).
Huda, A. M. (2018). Pengantar Manajemen Strategik 1. In Jayapangus Press Books.
Jannah. (2023). Analisis Manajemen Strategis Pada Marketing Terhadap Perkembangan Usaha Miluyu Coffe Bandung. Jurnal Manajemen dan Pemasaran, 2(1), 120–129.
Kim, W. C., & Mauborgne, R. (2015). Blue Ocean Strategy (Strategi Samudra Biru): CiptakanRuang PasarTanpa Pesaing dan Biarkan Kompetisi Tak Lagi Relevan.
Megawati, F. (2018). Strategi Menumbuhkan Jiwa Kreatif dan Inovatif dalam Kewirausahaan. Action Research Literate, 6(1), 62–69. https://doi.org/10.46799/arl.v6i1.100
Mohamad, R., & Niode, I. Y. (2020). Analisis Strategi Daya Saing (Competitive Advantage) Kopia Karanji Gorontalo. Oikos Nomos: Jurnal Kajian Ekonomi dan Bisnis, 13(1), 1–14. https://doi.org/10.37479/jkeb.v13i1.7062
Muhammad Anang Firmansyah. (2018). Perilaku Konsumen (Perilaku konsumen). Cv Budi Utama, 5 No.(september), 5–299.
Nugroho, R. A., Wahyudi, E., & Wahyuni, S. (2013). Identifikasi Kapabilitas Inovasi dan Strategi Bersaing Sentra Usaha Kecil Logam Winongan Di Kabupaten Pasuruan (Identification of Innovation Capability and Competitive Strategy Metal Small Business Centers at Winongan , Pasuruan Region ). Artikel Ilmiah Hasil Mahasiswa, 2002, 1–6.
Purwanto, A. (2024). Mengapa Kafe dan Kedai Kopi Kian Marak di Indonesia? Kompas. https://www.kompas.id/artikel/mengapa-kafe-dan-kedai-kopi-kian-marak-di-indonesia
Sari, A. N. (2022). Kondisi Industri Pengolahan Makanan dan Minuman di Indonesia. Kementrian Keuangan Direktorat Jenderal Keuangan Negara. https://www.djkn.kemenkeu.go.id/kanwil-suluttenggomalut/baca-artikel/15588/Kondisi-Industri-Pengolahan-Makanan-dan-Minuman-di-Indonesia.html
Syahsudarmi. (2018). Pengaruh Fasilitas dan Kualitas Layanan Terhadap Kepuasan Pelanggan Kedai Kopi Bengkalis di Pekanbaru. Jurnal Development. https://doi.org/http://doi.org/10.53978/jd.v6i1.67
License
Copyright (c) 2025 Nelly Astria , Cut Sukmawati, Teuku Zulkarnaen, Nanda Ameliany , Sufi
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
