What Affects Market Performance?

Putri Sofiah Sari, Yoestini Yoestini

Abstract


Currently, businesses are encountering customer demands and intense competitive pressure, including in the food and beverage sector. This study aims to investigate and assess a theoretical model that examines the relationship between brand, market orientation, valuebased pricing and market performance among consumers of Starbucks Reserve Dewata in Bali. This research is carried out in the context of dynamic capabilities theory. The study surveyed total 160 valid responses from Starbucks Reserve Dewata customers in Bali. Path analysis will be used to examine the data, using the SPSS 26 and AMOS 23 statistical software. The results of this research indicate that all hypotheses are accepted. The findings enhance the existing literature pertaining to the importance of brand impact on shaping market performance, contextual factors by providing new insights and refining strategies for enhancing market orientations and pricing models. This research contributes originality lies in providing information to the application of dynamic capabilities theory by focusing on the Starbucks Reserve Dewata in Bali, providing a specific contextual perspective. The study offers novel insights into how brand influence impacts market orientation, value-based pricing, and market performance in a specialized market setting. Making a valuable contribution to understanding the dynamics of high-end coffee retail environments. This research not only broadens the empirical application of dynamic capabilities theory but also offers actionable insights for practitioners aiming to optimize performance.

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