The Effect of Product Differentiation, Service Differentiation, and Image Differentiationon Competitive Advantage

ABSTRACT : This study aims to analyze the effect of product differentiation, service differentiation, and imagedifferentiation on competitive advantage. The population are people who have bought Starbucks Dewataproducts with 65 respondents as sample using purposive sampling technique. The analysis technique applied forhypothesis testing is multiple regression analysis. The results show that product differentiation, servicedifferentiation, and image differentiation had a positive and significant effect on competitive advantage.

Keywords: product differentiation, service differentiation, image differentiation, competitive advantage