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Grocery stores in traditional markets in the Province of Jambi are facing an intense competition, especially with increasing number of minimarkets and modern stores. This can lead to the tight competition between retailers. The purpose of this research is to formulate the model of marketing and human resource management strategy to achieve competitive advantage of grocery stores in traditional market of Jambi. The aim of this study is to analyze the influence of marketing strategy, human resources, and competitive advantage on the competitive advantage. This research used mix method (qualitative and quantitative methods) by using the type of sequel explanatory descriptive. This study conducted a survey involving 85 respondents, who were chosen by using quota sampling technique. The results show that marketing strategy (PMS) has a significant effect on the competitive advantage (KB), and human resources (SDM) has a significant effect on the competitive advantage (KB) of grocery stores in traditional market of Jambi. However, human resource has no significant effect to marketing strategy.

The Marketing Model and Human Resources Management Strategies to Achieve Competitive Advantage of Grocery Stores