Product Quality and Social Media Marketing as Drivers of Competitive Advantage: Evidence from Indonesia's Urban F&B Market
Keywords:
Competitive Advantage, Brand Image, Product Quality, Social Media Marketing, F&B IndustryAbstract
This study investigates the effects of brand image, product quality, and social media marketing on competitive advantage among Mixue Ice Cream & Tea customers in West Jakarta, Indonesia. A quantitative cross-sectional survey was administered to 120 customers through accidental sampling across several outlets in West Jakarta. Data were analyzed using multiple linear regression after validity and reliability screening in SPSS v.25. Product quality and social media marketing each show significant positive effects on competitive advantage, while brand image is not significant. Jointly, the three predictors are statistically significant, but the corrected model fit indicates modest explanatory power. The weak brand-image effect is discussed cautiously in relation to price-sensitive consumption and legitimacy-related public discourse; however, halal legitimacy was not directly measured and is therefore treated as an interpretive contextual explanation rather than a tested causal mechanism. The study highlights product quality consistency and interactive social media engagement as the most actionable managerial levers. Cross-sectional design, accidental sampling, single-city coverage, limited archived diagnostic output, and incomplete documented consent records for minor respondents limit causal and ethical generalization.
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