COVER PAGE Rice Miller’s Competitive Strategy Choice in Response to Porter’s 5 Forces Analysis (Empirical Study at Johar Central Market in Karawang

Abstract

This study aims to investigate and obtain empirical evidence of Porter’s 5 Forces Analysis: bargaining power of buyers, bargaining power of suppliers, threat of substitutes, threat of new entrants, and rivalry among existing competitors to competitive strategy choice. Population used in the data collections of this study are all rice millers at Johar Central Market in Karawang. The sampling technique in this research is purposive sampling and data analysis used is chi-square test. The researcher proved that bargaining power of buyers, bargaining power of suppliers, threat of substitutes, threat of new entrants, and rivalry among existing competitors had a significant relationship with the competitive strategy choice. Additionally, out of the four competitive strategy choices, the researcher found that the majority of rice millers choose to sell products at low prices.