Business Development Strategy through Blue Ocean Strategy in Increasing Product Competitiveness in Gayo Coffee Farming in Aceh: Sharia Business Perspective

Authors

  • Samrin Universitas Islam Negeri Sumatera Utara, Indonesia
  • Azhari Akmal Tarigan Universitas Islam Negeri Sumatera Utara, Indonesia
  • Sugianto Universitas Islam Negeri Sumatera Utara, Indonesia

Keywords:

Blue Ocean Strategy, Product Competitiveness, Coffee Agribusiness, Sharia Business, Value Innovation

Abstract

Purpose: This study examines the role of Blue Ocean Strategy in enhancing product competitiveness in coffee agribusiness from a sharia business perspective. The study is motivated by the need to improve competitiveness and farmer welfare through value innovation, fair business practices, and stronger market positioning.

Design/methodology/approach: This study applies a quantitative field research approach with an explanatory design. Data were analyzed using SEM-PLS with SmartPLS 3.0 to examine the relationships among price, distribution channels, product quality, Blue Ocean Strategy, and product competitiveness.

Findings/Results: The results show that price and product quality have a significant effect on Blue Ocean Strategy, but do not directly affect product competitiveness. Distribution channels do not have a significant effect on either Blue Ocean Strategy or product competitiveness. Blue Ocean Strategy has a significant positive effect on product competitiveness and mediates the relationship between price and competitiveness as well as between product quality and competitiveness.

Originality/Value: This study highlights Blue Ocean Strategy as an important mechanism for improving competitiveness in coffee agribusiness from a sharia business perspective. The findings imply that competitiveness can be strengthened through value innovation, quality improvement, direct selling, digital promotion, and the reduction of exploitative and inefficient business practices.

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Published

2026-03-30

How to Cite

Samrin, S., Tarigan, A. A., & Sugianto, S. (2026). Business Development Strategy through Blue Ocean Strategy in Increasing Product Competitiveness in Gayo Coffee Farming in Aceh: Sharia Business Perspective. Journal of Economics, Entrepreneurship, Management Business and Accounting, 4(2), 189–215. Retrieved from https://journal.diginus.id/JEEMBA/article/view/986

Issue

Vol. 4 No. 2 (2026): Volume 4, Issue 2, March 2026

Section

Articles

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Copyright (c) 2026 Samrin, Azhari Akmal Tarigan, Sugianto

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