Kekuatan Kinerja Pemasaran Dan Sosial Media Dalam Meningkatkan Keunggulan Bersaing
Abstract
Competitive advantage becomes an important thing for companies, companies must be able to analyze what are the company's advantages in order to compete with competitors. The purpose of this study is to determine the effect of marketing and social media performance on competitive advantage. This study uses quantitative methods. The population in this study were Scarlett Whitening users in the city of Sukabumi and the sample used was 100 respondents. The data analysis technique used is multiple linear regression analysis and the sample technique used is probability sampling. The results of this study indicate that simultaneously and partially the performance of marketing and social media has a significant and positive influence on competitive advantage. The results of the f test, namely the Fcount value of 62.417> 3.08, show that Fcount is greater than Ftable and the correlation results in this study have a strong and high value of 0.565. While the value of the results of the t-test, namely Tcount 3.327 > 1.983 shows that the value of Tcount is greater than Ttable so that it can be concluded that marketing and social media performance variables have an influence on competitive advantage.
Keyword : Strength of Marketing, Social Media, Competitive Advantage
References
aprizal. (2018). orientasi pasar dan keunggulan bersaing: studi kasus penjualan computer. celebes media perkasa.
Aryana, I. N., Wardana, I. M., & Ni Nyoman Kerti Yasa. (2017). Membangun Keunggulan Bersaing Melalui Kinerja Sistem Informasi Dan Customer Intimacy Dalam Meningkatkan Kinerja Pemasaran. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 6, 1343–1364.
Bakti, S., & Harun, H. (2011). Pengaruh Orientasi Pasar Dan Nilai Pelanggan Terhadap Kinerja Pemasaran Maskapai Penerbangan Lion Air. (Effect of Market Orientation and Customer Value on Marketing Performance of Lion Airlines Corporation). Jurnal Manajemen Pemasaran Modern, 3(1), 1–14. http://online-journal.unja.ac.id/index.php/pemasaran/article/view/921
Cahyono, A. S. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. Jurnal Ilmu Sosial & Ilmu Politik Diterbitkan Oleh Fakultas Ilmu Sosial & Politik, Universitas Tulungagung, 9(1), 140–157. http://www.jurnal-unita.org/index.php/publiciana/article/download/79/73
Evy C, U. (2016). Strategi bersaing dalam berbisnis secara islami. Al-Iqtishad: Journal of Islamic Economics, 9(1), 125–142. https://doi.org/10.15408/aiq.v9i1.1867
Handika, M. R. 2018. (2018). Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer Melalui Media Sosial Instagram by Kata Kunci : Media Sosial , Instagram Marketing , Influencer , Marketing Mix , dan Cost . Keyword : Social Media , Instagram Marketing , Influencer , Marketing Mix. 15(2), 192–203.
Rulli Nasrullah. (2017). Media Sosial : Perspektif Komunikasi, Budaya, dan Sosioteknologi. Remaja Rosdakarya.
Siswanto, T. (2018). Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah. Liquidity, 2(1), 80–86. https://doi.org/10.32546/lq.v2i1.134
Sunyoto, D. (2015). perilaku konsumen dan pemasaran. center for academic.
Tawas, H., & Djodjobo, C. (2014). Pengaruh Orientasi Kewirausahaan, Inovasi Produk, Dan Keunggulan Bersaing Terhadap Kinerja Pemasaran Usaha Nasi Kuning Di Kota Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(3), 1214–1224. https://doi.org/10.35794/emba.v2i3.5800
Viny Putri Fauzi. (2016). Pemanfaatan Instagram Sebagai Social Media Marketing ER-Corner Boutique Dalam Membangun Brand Awareness Di Kota Pekanbaru. Jom Fisip, 3(1), 1–15.
