40 4. CHAPTER IV RESULT AND DISCUSSION 4.1 Analysis The data for this research was collected through an online quantitative survey designed to assess consumer market segmentation, demographic characteristics, behavioral patterns, key decision-making factors related to TEGUK's products, brand perception, and purchasing behavior. The survey aimed to measure brand awareness, customer preferences, and consumption habits to gain deeper insights into the target audience. The questionnaire was distributed to TEGUK’s existing customer database, known as "Sahabat Teguk," over a period of four weeks in November 2024. The survey was shared via QR codes displayed at TEGUK outlets and also sent directly to customers through WhatsApp messages. This multi-channel approach ensured broader reach and higher participation rates. A total of 1,145 responses were received, of which 723 were fully completed. To ensure data reliability and accuracy, a two-step data cleaning process was conducted. This involved removing incomplete, duplicate, and inconsistent responses. After filtering out invalid or low-quality data entries, 509 valid responses remained for further analysis. Table 4.1 presents the demographic and behavioral profile of the respondents. This systematic approach to data validation ensured that the findings accurately reflected real consumer behavior, minimizing bias and enhancing the reliability of insights. The validated data set served as the foundation for further statistical analysis, helping to inform and refine TEGUK’s marketing strategies effectively. 41 Table 4-1 Respondent Profile 42 Prior to engaging in the discussion of internal and external analysis, it is crucial to guarantee that the data utilized in this research is of sufficient reliability and validity. To assess the reliability of the research instrument, data were collected using a quantitative questionnaire, which was subsequently assessed using the Cronbach's Alpha method. The Cronbach's Alpha value of 0.857, which exceeds the threshold of 0.7, was demonstrated by the test results. This suggests that the instrument in question has an exceptionally high level of internal consistency and can be trusted to provide support for additional analysis. Furthermore, the validity test demonstrated that all Corrected Item-Total Correlation values exceeded the 0.1 threshold, with a total of 121 question items demonstrating satisfactory internal consistency. This guarantees that each item in the research instrument is capable of accurately measuring the variables in accordance with the research's objectives. Table 4-2Reliability Test Result Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .857 .920 120 PCA (Principal Component Analysis) was used to check for the construct validity. PCA measures how well the chosen variables explain the total variance in the dataset, ensuring that they accurately reflect distinct customer traits. Validity Test (PCA) Results: • PC1 (First Principal Component) explains 48.7% of the variance. • PC2 (Second Principal Component) explains 32.4% of the variance. • PC3 (Third Principal Component) explains 18.9% of the variance Collectively, these three components account for 100% of the total variance, confirming that the segmentation model captures meaningful differences in customer behavior. 43 4.1.1 Internal Analysis 4.1.1.1 Company Analysis Based on internal resources and capabilities, the author assesses the company's competitive advantage in this part using the VRIO Analysis framework. The purpose of this research is to determine whether the company's assets can generate a long-term competitive advantage. VRIO framework will explain a series of questions design to evaluate a company in terms of the resource-based view (RBV), which should satisfy the four requirements of a sustainable competitive advantage: valuable, rare, costly to imitate and ability the organization to manage the resources. TEGUK Indonesia has developed several key resources that contribute to its market position in the competitive beverage industry. The resources, both tangible and intangible, that are listed in Table 4-3 are the foundation for the competencies that were analyzed and have a direct impact on the results of the analysis. 1. Tangible Resources • Product Availability. TEGUK’s ability to ensure consistent product availability across its outlet as its key resources is achieved through strong inventory management system that ensure the popular products are always available. • Variety of Products. TEGUK has more than 50 variants of product that cover four type of product: beverages, snack, desert and food. Make it the only one player on this market that has sufficient options for the customer. • Distribution Network and Sales Channel. Over 150 outlets across Jabodetabek and West Java, employs all kind of format offline (kiosks, container, food trucks) and online TEGUK has established a strong presence in urban area locations, increasing accessibility, easiness access to costumer and brand exposure. 44 • In house Production Facility. Teguk’s in-house production facility is one of its most significant resources, offering sustained competitive advantages through quality control and cost efficiency. By owning its production facilities for the main raw materials, TEGUK can closely monitor and maintain product quality, ensuring consistency across its offerings. Direct control over production reduces reliance on third-party manufacturers, allowing TEGUK to achieve economies of scale and keep costs low • Supplier Relationship. TEGUK has strategic partnership with supplier, including well known FMCG mayor brands, allow it to provide high-quality ingredients at competitive price and sustainability supply. • Logistic Centre. TEGUK operates warehouse in 3 distribution areas or hubs in Tangerang, East Jakarta and Bandung as logistic center, allow to have efficient distribution system & strong cost management. 2. Intangible Resources • Supplier Relationship. TEGUK has strategic partnership with supplier, including well known FMCG mayor brands, allow it to provide high-quality ingredients at competitive price and sustainability supply. • Innovation Ability. Product innovation and R&D ability remains a long-term differentiator, as TEGUK’s ability to create new products to ensure continued costumer interest. Supported by qualified R&D people, allow TEGUK to do continuous improvement and innovations.