Dominansi Keunggulan Bersaing dan Peran Karakter Wirausaha terhadap Resiliensi Bisnis: Studi pada Gerai Mixue di Kota Bandung

Abstract

Introduction: The global expansion of franchise brands has created a dynamic yet highly competitive landscape in the food and beverage industry. This study focuses on the determinants of business performance within global franchise systems operating at the local level. Background Problems: Despite the established systems of international brands, many local outlets struggle to maintain sustainability amidst market saturation; thus, this research aims to analyze the extent to which entrepreneurial character and competitive advantage influence business success among Mixue Ice Cream and Tea outlets in Bandung. Novelty: While existing literature often focuses on independent SMEs, this study offers a unique perspective by examining the "human agency" factor (entrepreneurial character) within a highly standardized global franchise framework, a gap that remains under-explored in current management studies. Research Methods: A quantitative associative approach was employed, utilizing a saturated sampling technique involving 77 Mixue outlets in Bandung. Data were collected via structured questionnaires and analyzed using multiple linear regression through SPSS 25 to evaluate both partial and simultaneous effects. Findings/Results: The results demonstrate that both entrepreneurial character and competitive advantage significantly and positively impact business success, with competitive advantage emerging as the more dominant factor (27.1%) compared to entrepreneurial character (20.3%). Conclusion: The primary conclusion is that business success in the franchise sector is a hybrid result of strong brand-driven competitive value and proactive local management. These findings imply that franchisees must not only rely on global brand equity but also cultivate resilient entrepreneurial traits to navigate local competitive pressures effectively.