Pengaruh Inovasi Produk, Strategi Positioning dan Strategi Penetapan Harga terhadap Keunggulan Bersaing Travel Agent Konvensional di Jakarta

Abstract

Competition in the tourism industry, especially in the tourism and travel sector, is getting tougher with the presence of online travel agents that change consumer buying behavior towards a digital system. Elimination of commissions from providers also encourages competition in this industry to increase. Plus, the lack of product innovation from conventional travel agents where travel agents tend to only follow the prevailing trend. These factors prompted many traditional travel agents to close their businesses. This study aims to measure the effect of product innovation, strategic positioning, and pricing on the competitive advantage of conventional travel agents in Jakarta. The research design used in this study is a quantitative design with a population of workers or industry owners, especially the Tours & Travel sector in Jakarta in 2022. The sampling method for this research is based on purposive sampling. The results of this study indicate that product innovation, strategic positioning and pricing have a significant effect either partially or jointly on the competitive advantage of conventional travel agents in Jakarta.