Competitive advantage of food truck enterprises in Kediri: A Phenomenological study

Abstract

This research is motivated by the fact that more and more food truck businesses in Kediri City are being visited by the public, one of which is the food truck that sells chicken porridge, Immanuel. This increasingly shows the competition among food and beverage business actors in Kediri City. So that a business can achieve excellence, business actors must use competitive strategies to increase competitive advantage and win the competition. The problem of this research is the competitive advantage implemented by the Immanuel food truck. This research aims to determine the competitive advantage implemented by the Immanuel food truck to face business competition. This research is a type of qualitative research using a phenomenological approach. This was done through direct observation and in-depth interviews with the food truck owner, Immanuel. Informants were selected using the 5 R criteria (Relevance, Recommendation, Rapport, Readiness, and Reassurance). Direct observation was carried out by direct observation at the food truck location. Next, interviews were conducted to find out the competitive advantage of the Immanuel food truck. The results of in-depth observations and interviews in this research found that to win the business competition, the competitive advantage of the Immanuel food truck is (1) service to customers, (2) consistency in product prices, (3) maintaining product quality, and (4) product uniqueness.