Driving Sustainable Competitiveness through Market and Technology Orientation in Coffee Shops

Hanif Shidqi; Desman Hidayat

doi:10.53748/jbms.v6i2.188

Authors

Hanif Shidqi BINUS Business School Undergraduate Program, Management Department, Bina Nusantara University, Jakarta, Indonesia 11480
Desman Hidayat BINUS Business School Undergraduate Program, Management Department, Bina Nusantara University, Jakarta, Indonesia 11480

DOI:

https://doi.org/10.53748/jbms.v6i2.188

Keywords:

coffee shop, market orientation, technology orientation, product innovation, sustainable competitive advantage

Abstract

This study investigates how market orientation and technology orientation influence sustainable competitive advantage in coffee shop businesses. It also examines the role of product innovation, both as a direct driver and as a mediating variable, in strengthening competitiveness. A quantitative approach was applied using path analysis with SPSS. Data were collected from 102 coffee shop owners and managers in Jabodetabek through a Likert-scale questionnaire. Validity and reliability tests confirmed the robustness of the measures, and hypotheses were tested at a 95% confidence level. Results show that market orientation, technology orientation, and product innovation each have a positive and significant effect on sustainable competitive advantage. Product innovation emerged as the strongest predictor of competitiveness and was most influenced by technology orientation. Furthermore, product innovation partially mediates the relationship between both orientations and sustainable competitive advantage, highlighting its central role in translating strategic orientations into long-term performance. This study contributes to dynamic capabilities theory by demonstrating that product innovation is the critical pathway through which market and technology orientation enhance sustainable competitiveness. The unique insight is that technology orientation exerts the strongest effect on product innovation, while product innovation itself has the most powerful impact on sustainable competitive advantage, offering practical guidance for coffee shop businesses in highly competitive environments.

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