Effect of Relationship Marketing and Competitive Advantage on Marketing Performance (Survey on Cellphone Customers in Bandung)
DOI:
https://doi.org/10.25124/jmi.v21i2.2293Abstract
This research aims to determine the effect of relationship marketing and competitive advantage on marketing performance partially and simultaneously. This research uses a quantitative method using a questionnaire. The sample technique used is purposive sampling technique. The data analysis technique used is multiple regression analysis. The results of this study illustrate that relationship marketing partially has a positive and significant impact on marketing performance. Furthermore, partial competitive advantage has a positive and significant effect on marketing performance. Meanwhile, simultaneous relationship marketing and competitive advantage has an influence on marketing performance.
Keywords-- Relationship Marketing, Competitive Advantage, Marketing Performance