Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal HASANUDDIN JOURNAL OF BUSINESS STRATEGY
Andi Muhammad Dhaifullah
Student of Master Management, Faculty of Economics and Business, Hasanuddin University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Product Diversity and Service Quality on Marketing Performance through Competitive Advantages Andi Muhammad Dhaifullah; Musran Munizu; Fauziah Umar
Hasanuddin Journal of Business Strategy Vol 3 No 2 (2021): Hasanuddin Journal of Business Strategy
Publisher : Magister Management, Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hjbs.v3i2.452

Abstract

This study aims to analyze the effect of product diversity and service quality on competitive advantage as well as the effect of product diversity, service quality, and competitive advantage on marketing performance in the case of two retailer companies, Hero and Transmark. Data collected 100 consumers with the distribution of questionnaires. The data is then analyzed using path analysis. The results of the study found that product diversity and service quality had a positive and significant effect in increasing competitive advantage. Product diversity, service quality, and competitive advantage can have a meaningful effect in improving marketing performance. Competitive advantage can partially mediate the effect of product diversity on marketing performance and also the effect of service quality on marketing performance at Hero and Transmart supermarkets.
Co-Authors Fauziah Umar Musran Munizu