Hasan Jaelani, Mochammad Maulana and Muhammad Danial, R. Deni and Ramdan, Asep M (2022) PENGARUH KAPABILITAS PEMASARAN UNTUK MENINGKATKAN KEUNGGULAN BERSAING PADA MASA COVID-19. COSTING : Journal of Economic, Bussines and Accounting, 5 (2). pp. 1485-1491. ISSN 2597-5234

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Abstract

The purpose of this study is to find out the impact of marketing capability on the competitive advantage in creative economy of photograph in Sukabumi city. The object of this study is the marketing capability and competitive advantage. The research method used is associative descriptive quantitative method which using statistical calculation to measure how big or small the impact of two free variables or more. The technique of data analysis begins with validity testing, reliability testing and normality testing. It is also supported by f-testing, multiple coefficient correlation, coefficient determination, multiple linear regression, and t-testing to determine the extent of the impact of both independent variables or free variable studied to the dependent variable or bound variable. Based on the result of the study, there is a significant impact of marketing capability on competitive advantage in the amount of 0.001 due to 0,001 < 0,05. From that result, it can be known that there is a significant advantage between marketing capability on competitive advantage.

Item Type:	Article
Uncontrolled Keywords:	Marketing Capability, Competitive Advantage
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	14 Sep 2022 07:04
Last Modified:	14 Sep 2022 07:04
URI:	http://eprints.ummi.ac.id/id/eprint/2622

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