Utilization of Robot Waiters as a Technological Innovation to Increase the Competitiveness of the Culinary Business at Okinawa Sushi Trans Studio Mall (TSM) Makassar

This study aims to determine the effect of service robot utilization on the competitiveness of culinary businesses at Okinawa Sushi Trans Studio Mall (TSM) Makassar. Independent variables are service speed, service reliability, comfort and safety, and innovative value, the dependent variable is business competitiveness. The study used a quantitative associative approach with accidental sampling, involving customers who were incidentally encountered during fieldwork. A total of 98 respondents which has been served directly by a robot waiter. Validity, reliability, classical assumptions, multiple linear regression, and hypothesis tests were conducted on data collected through a Likert scale questionnaire. The study results show that service speed and service reliability have no significant effect on business competitiveness, while comfort and safety and innovative value have a positive and significant effect. Simultaneously, the four variables significantly affect business competitiveness. These findings suggest that service robots improve competitiveness mainly by enhancing comfort, safety, and innovation, strengthening Okinawa Sushi TSM Makassar’s competitive position.