BUSINESS STRATEGY AND SALES PERFORMANCE ON PLANT-BASED RESTAURANT: AN EXPLORATION OF MEDIATING VARIABLE Bornok Situmorang (a), Noorlailie Soewarno (b*), Hamidah (c)
a,b,c) Accounting Science Doctoral Program, Faculty of Economics and Business, University of Airlangga
*) noorlailie-s[at]feb.unair.ac.id
Abstract
Purposes: This research examines business strategies and other factors that support sales achievement in plant-based restaurant. It is crucial because the plant-based restaurant continues to grow. Many studies on plant-based restaurant innovations are linked to health and environmental sustainability and studies linking them to economics and business have yet to be thoroughly examined.
Methods: We use mixed methods with Exploratory Sequential Mixed Method Design. The results of the first stage (qualitative) are empirically tested in the second stage (quantitative) to produce comprehensive conclusions. Qualitative studies use thematic analysis, while quantitative studies use multiple linear and path analyses.
Results: The qualitative study produced a conceptual framework, namely that organizational agility is an antecedent to sales performance and a mediator in the impact of innovation, marketing, and low cost strategies on sales performance. Quantitative studies prove empirically that innovation strategy, marketing strategy and organizational agility significantly affect sales performance. In contrast, a low cost strategy does not significantly affect sales performance. In addition, the results of the mediation test show that, empirically, organizational agility mediates the influence of innovation strategy and marketing strategy on sales performance but does not mediate the influence of low cost strategy on sales performance.
Conclusion and suggestion: This research provides an overview of the dominant strategies to achieve sales performance in Indonesia^s plant-based restaurant. In addition, this research contributes to filling the gap in the literature on plant-based food and beverage innovation linked to economics and business.
