How Marketing and Digital Capabilities Impact Modern Coffee Shops’ Competitive Edge?

DOI

10.2991/978-2-38476-549-2_11How to use a DOI?

Keywords

Indonesia; Coffee Shop; Digital Capability; Marketing Capability; Competitive Advantage

Abstract

The emergence of various types of coffee shops in Indonesia has made the intensity of business competition even higher. To achieve competitive advantage in the digital era, various efforts are made by coffee shops. One strategy to maintain competitive advantage is to optimize marketing and digital capability. This research aims to prove the influence of marketing capability and digital capability on the competitive advantage of modern coffee shops. Data collection techniques use structured questionnaire. The population in this study is modern cofffee shops located in Jember Regency, Indonesia with the characteristics of using Gojek, Grab and Shopeefood platform services with a rating above 4-score. The sampling method uses census sampling. The sample carried out from 36 modern coffee shop managers in three main districts: Sumbersari, Patrang and Kaliwates. Data analysis was carried out using structural equation model with partial least squares (SEM-PLS) approach. The results show that partially marketing capability has a significant influence on competitive advantage, but digital capability does not have a significant influence on competitive advantage. This research contributes to the existing literature on the competitive advantage of modern coffee shops by highlighting marketing capability and digital capability as antecedent variables. The integration of research variables from a dynamic capabilities’ perspective is news in this research that is still rarely used. In the future, this research needs to be expanded in terms of the number of samples and research areas.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Achmad Haidar Muchid
AU  - Wheny Khristianto
AU  - Hari Karyadi
AU  - Alvhindeaz Ayendho
PY  - 2026
DA  - 2026/03/09
TI  - How Marketing and Digital Capabilities Impact Modern Coffee Shops’ Competitive Edge?
BT  - Proceedings of the International Conference on Multidisciplinary Issues (INCOMI 2025)
PB  - Atlantis Press
SP  - 122
EP  - 135
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-549-2_11
DO  - 10.2991/978-2-38476-549-2_11
ID  - Muchid2026
ER  -