Effect of Relationship Marketing and Competitive Advantage on Marketing Performance (Survey on Cellphone Customers in Bandung)

  • usep deden suherman upi

Abstract

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

Downloads

Download data is not yet available.
Published
2021-08-30
How to Cite
SUHERMAN, usep deden. Effect of Relationship Marketing and Competitive Advantage on Marketing Performance (Survey on Cellphone Customers in Bandung). Jurnal Manajemen Indonesia, [S.l.], v. 21, n. 2, p. 191-197, aug. 2021. ISSN 2502-3713. Available at: <//journals.telkomuniversity.ac.id/ijm/article/view/2293>. Date accessed: 16 oct. 2021. doi: https://doi.org/10.25124/jmi.v21i2.2293.