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Widarto Rachbini
Faculty Of Management And Business, Universitas Pancasila, Jakarta, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Veterinary Other

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The Influence Of Competitive Strategy, Service Expectation, And Service Quality On Competitive Advantage Mediated By Customer Satisfaction at Pt Asuransi Tugu Pratama Indonesia Tbk Febrizal Febrizal; Agustinus Miranda W; Widarto Rachbini
Interdisciplinary Social Studies Vol. 4 No. 4 (2025): Regular Issue: July-September 2025
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v4i4.920

Abstract

This study aims to determine the Influence of Competitive Strategy, Service Expectation and Service Quality on Competitive Advantage Mediated by Customer Satisfaction. The sample used was all customers of PT Asuransi Tugu Pratama Indonesia Tbk amounting to 240 respondents. The research method used in this study is a mixed method or quantitative method and qualitative method. The technique used is proportional sampling with the help of the SEM (Structural Equation Modeling) program application operated through SmartPLS 3.0 Software. The results of this study indicate that: 1) Competitive Strategy has a positive and significant effect on Competitive Advantage. Innovation that is difficult for competitors to imitate is a key element in strengthening the company's position in the insurance market. 2) Service Expectation has a positive and significant effect on Competitive Advantage. Meeting customer service expectations has been shown to increase the company's competitiveness. 3) Service Quality has a positive and significant effect on Competitive Advantage. Customer trust in employee competence plays an important role in creating competitive advantage. 4) Customer Satisfaction has a positive and significant effect on Competitive Advantage and mediates the relationship between Competitive Strategy, Service Expectation, and Service Quality on Competitive Advantage. 5) Competitive Strategy has a positive and significant effect on Customer Satisfaction. Innovation and personalization-based strategies have been shown to increase customer satisfaction. 6) Service Expectation and Service Quality have a positive and significant effect on Customer Satisfaction. Consistent and customer-expected service is a major factor in building customer satisfaction. 7) Customer Satisfaction mediates the relationship between Competitive Strategy, Service Expectation, and Service Quality on Competitive Advantage, emphasizing the importance of focusing on customer experience. 8) Based on the SWOT and EFAS/IFAS analysis, the company's strategy that emphasizes innovation, technology-based services, and product uniqueness has succeeded in taking advantage of market opportunities while overcoming weaknesses, ensuring sustainable competitiveness.
Co-Authors Achsanul Qosasi Agustina, Noni Agustinus Miranda W Amilin Amilin Anna Agustina Darmansyah Derriawan Derriawan Djaddang, Syahril Edie Toet Hendratno Eka Febriyanti Emi Rahmawati Erwin Permana Erwin Permana Fachrudin Salim Fahruddin Salim Febrizal Febrizal FEVIN ANDRYANTO Frans Harimurti Wulandjani Harimurti Wulandjani Hastuti Sari Sari Budiningsih Iha Haryani Hatta Jim Hoy Yam JMV Mulyadi M. ARDIANSYAH SYAM Marissa Grace Haque Mia Maharani Mohamad Syamsul Ma’arif Momon Momon Murdani Peni Setiyo Wati Purwoko, Bambang Ratnawati Susanto Ratnawati Susanto Sabil Sabil Sigit Pamungkas Silverius Y. Soeharso Sri Widyastuti Suratno Suratno Suyanto Suyanto Tiolina Evi Tiolina Evi Tri Widyastuti Yuli Azmi Rozali Yulia Swantika Tanjung Zulkifli Zulkifli