Keunggulan Kompetitif dan Niat Berkunjung Ulang pada Usaha Mikro, Kecil, dan Menengah (UMKM) Kuliner Soto Bang Amat Banjarmasin
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Abstract
Perkembangan pariwisata kuliner yang pesat meningkatkan intensitas persaingan antar pelaku usaha, sehingga diperlukan strategi yang mampu menciptakan keunggulan bersaing dan mendorong niat berkunjung kembali konsumen. Penelitian ini bertujuan menganalisis peran Customer Relationship Management (CRM), service innovation, dan sustainability practices dalam membangun competitive advantage serta pengaruhnya terhadap revisit intention pada pariwisata kuliner Soto Bang Amat di Banjarmasin. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui survei terhadap 115 konsumen yang telah berkunjung. Analisis data dilakukan menggunakan structural equation modeling untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa CRM, service innovation, dan sustainability practices berpengaruh positif dan signifikan terhadap competitive advantage. Competitive advantage juga terbukti berpengaruh positif terhadap revisit intention serta berperan sebagai variabel mediasi dalam hubungan antara ketiga variabel strategis tersebut dan revisit intention. Temuan ini menegaskan pentingnya pengelolaan hubungan pelanggan, inovasi layanan, dan praktik keberlanjutan dalam memperkuat keunggulan bersaing dan meningkatkan loyalitas konsumen pariwisata kuliner.
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