Strategies For Creating Competitive Advantage Through Product Development, Design And Quality (Case Study on the ZARA Brand in Badung Regency)

ABSTRACT : This research is conducted in Badung Regency and ZARA as the research object. The number ofsamples taken are 120 respondents who had bought at least once ZARA products in Badung Regency, with apurposive sampling method. Data collected by distributing questionnaires and analyzed by multiple linearregression. Based on the results, product development has a positive and significant impact on competitiveadvantage, where the better a product is developed by the company, it will increase its competitive advantage inthe market. Product design has a positive and significant effect on competitive advantage. Product quality has apositive and significant effect on competitive advantage where the better the quality of the product, the higherthe competitive advantage the product has.

Keywords: competitive advantage, development, design, and product quality.