The Influence of Promotion and Service Quality on the Competitive Advantage of Mobile Haircut Services

Fitri Aulina (STKIP Al Maksum Stabat)

Jurnal Inovasi Informatika dan Bisnis Digital (JIIBD)
Vol 1 No 2 (2026): Maret 2026

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.