KEUNGGULAN KOMPETITIF POLA KEMITRAAN AYAM BROILER PT INDOJAYA AGRINUSA DI KABUPATEN ROKAN HILIR

Abstract

The population in the study were all plasma broiler partners of PT
Indojaya Agrinusa in Rokan Hilir Regency. The sampling method used in this
study is a proportional strata random sampling method. The number of
respondents is 80 respondents. The hypothesis was analyzed using Structural
Equation Modeling (SEM) analysis using the SmartPLS version 3.0 application.
The results of this study indicate first, the R-Square value for the
Satisfaction variable is 0.326. The acquisition of the value explains that the
percentage of satisfaction can be explained by the product and service by 32.6%.
Then for the R-Square value obtained by competitive advantage variable of 0.624
can be explained by Product, Service, Satisfaction and loyalty of 62.4% and for
the R-Square value obtained by Loyalty variable of 0.588 can be explained by the
satisfaction variable of 58.8 %. The value of Q-Square is 0.896, this shows the
amount of diversity of the research data that can be explained by the research
model is 89.6% while the remaining 10.4% is explained by other factors that are
outside the research model that have not been studied in this research. Thus, the
results of this research model can be stated to have good goodness of fit.