Title: THE INFLUENCE OF LOCAL WISDOM, REPUTATION, AND INNOVATION ON CONSUMER SATISFACTION THROUGH COMPETITIVE ADVANTAGE IN FOURSTAR HOTELS IN MAKASSAR CITY |
Authors: Saefuddin, Basri Modding, Ilham Labbase and Asdar Djamereng |
Abstract: Research objectives: 1) To partially analyze the influence of local wisdom, reputation and innovation on competitive advantage, 2) To partially analyze the influence of local wisdom, reputation and innovation on consumer satisfaction, 3) To analyze the influence of competitive advantage on consumer satisfaction, 4) To analyze the influence of local wisdom, reputation and innovation partially on consumer satisfaction through competitive advantage, Quantitative research approach. The population was 122,450 people and the sample was 399 people. Data collection methods use questionnaires. Method of collecting samples by purposive sampling. The analysis method uses the Structural Equation Model (SEM)-Partial Least Square. The results showed that: 1) Local wisdom, reputation and innovation partially positively and significantly affect competitive advantage, 2) Local wisdom, reputation and innovation partially positive and significant influence on consumer satisfaction, 3) Competitive advantage positively and significantly on consumer satisfaction, 4) Local wisdom, reputation and innovation partially positive and significant to consumer satisfaction through competing advantages, |
Keywords: Local Wisdom, Reputation, Innovation, Consumer Satisfaction, Competitive Advantage |
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