Product Differentiation and Digital Marketing as Competitive Advantage Strategy in the Time of the Covid 19 Pandemic

Simple item page
dc.creatorAdam, Angela A.
dc.creatorLapian, Stanss LHVJ
dc.creatorOgi, Imelda W. J
dc.creatorTumbuan, Willem JF Alfa
dc.date2022-12-26
dc.date.accessioned2023-08-21T09:05:47Z
dc.date.available2023-08-21T09:05:47Z
dc.descriptionThe COVID-19 pandemic has created economic instability for business people in Indonesia. Business people who survive during the pandemic are those who can see opportunities in the era of the industrial revolution 4.0 even in a pandemic. This study aims to determine the effect of product differentiation and digital marketing as a competitive advantage strategy during the covid 19 pandemic. This type of research is quantitative descriptive and the data collection method is through questionnaires distributed via google form. The sampling technique was purposive sampling technique, which consisted of 96 respondents who then processed the data using the SPSS version 23 application. Hypothesis testing was carried out by multiple regression testing. The result of the research is that there is a partial effect of product differentiation and digital marketing on competitive advantage strategies. So it can be concluded that during this pandemic, House of Kitty as a business person has carried out product differentiation and appropriate digital marketing as a strategy to compete against other competitors.en-US
dc.formatapplication/pdf
dc.identifierhttps://univerpubl.com/index.php/semantic/article/view/90
dc.identifier.urihttp://dspace.umsida.ac.id/handle/123456789/22153
dc.languageeng
dc.publisherUniver Publishingen-US
dc.relationhttps://univerpubl.com/index.php/semantic/article/view/90/55
dc.sourceWeb of Semantic: Universal Journal on Innovative Education; Vol. 1 No. 2 (2022): Web of Semantic: Universal Journal on Innovative Education; 33-40en-US
dc.source2835-3048
dc.subjectproduct differentiationen-US
dc.subjectdigital marketingen-US
dc.subjectthe covid 19 pandemicen-US
dc.titleProduct Differentiation and Digital Marketing as Competitive Advantage Strategy in the Time of the Covid 19 Pandemicen-US
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion
dc.typePeer-reviewed Articleen-US
Files
Collections
Web of Semantic: Universal Journal on Innovative Education