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All Journal Jurnal Inovasi Informatika dan Bisnis Digital (JIIBD)
Fitri Aulina
STKIP Al Maksum Stabat
Computer Science & IT Economics, Econometrics & Finance

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The Influence of Promotion and Service Quality on the Competitive Advantage of Mobile Haircut Services Fitri Aulina
Jurnal Inovasi Informatika dan Bisnis Digital (JIIBD) Vol 1 No 2 (2026): Maret 2026
Publisher : Yayasan Kita Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59934/jiibd.v1i2.2064

Abstract

This research addresses the demanding mobile service business model by examining how Promotional strategies and Service Quality standards impact Competitive Advantage. The study adopted a quantitative survey approach, gathering information from Mobile Haircut Service customers located in Bintang Bayu District. Analysis via Multiple Linear Regression indicated that Promotion and Service Quality jointly exhibit a positive and significant impact on the dependent variable. Crucially, the partial results highlight that Service Quality holds the largest influence. This suggests that to secure long-term competitiveness, mobile haircut service companies must prioritize the consistent enhancement of service quality and integrate it effectively with robust promotional activities that reach and retain customers.
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