Strategi Diferensiasi Produk pada Usaha Catering Rindu Rumah untuk Meningkatkan Daya Saing di Pasar yang Kompetitif

Abstract

This study aims to analyze the application of differentiation strategies in order to increase competitiveness in the Rindu Rumah Catering business, which is engaged in culinary with a focus on providing halal Batak food in Medan City. The differentiation strategy implemented includes innovations in menu variations, improving product and packaging quality, and improving the quality of service to customers. The main focus of this study is to identify the extent to which the application of differentiation strategies is able to provide added value for businesses and affect the level of customer satisfaction in facing competition in the food service industry. This study uses a qualitative approach with a case study method. The data collection technique is carried out through in-depth interviews with business owners, employees, and customers, as well as observation of business operational processes. The data obtained was analyzed using thematic analysis techniques to find the main themes related to differentiation strategies and their impact on customer satisfaction and business success. The results of the study show that the differentiation strategy applied, especially through the development of authentic halal Batak menus and the provision of responsive and professional services, contributes significantly to increasing customer satisfaction and strengthening the business position in the catering service market of Medan City. This study recommends that the Rindu Rumah Catering business continue to innovate products and maintain service quality as a sustainable strategy in maintaining customer loyalty and expanding market share.