Open AccessEffect of Relationship Marketing and Competitive Advantage on Marketing Performance (Survey on Cellphone Customers in Bandung)
Author(s) -
Usep Deden Suherman
Publication year - 2021
Publication title -
jurnal manajemen indonesia/jurnal manajemen indonesia
Language(s) - English
Resource type - Journals
eISSN - 2502-3713
pISSN - 1411-7835
DOI - 10.25124/jmi.v21i2.2293
Subject(s) - marketing , marketing management , competitive advantage , business , relationship marketing , sample (material) , marketing research , marketing strategy , nonprobability sampling , sociology , chemistry , population , demography , chromatography
This research aims to determine the effect of relationship marketing and competitive advantage on marketing performance partially and simultaneously. This research uses a quantitative method using a questionnaire. The sample technique used is purposive sampling technique. The data analysis technique used is multiple regression analysis. The results of this study illustrate that relationship marketing partially has a positive and significant impact on marketing performance. Furthermore, partial competitive advantage has a positive and significant effect on marketing performance. Meanwhile, simultaneous relationship marketing and competitive advantage has an influence on marketing performance.
Keywords-- Relationship Marketing, Competitive Advantage, Marketing Performance