Influence Of Competitive Advantage Strategy And Service Positioning Strategy Against Marketing Performance At KPRITegal Regency Financial Services Sector

Abstract

The purpose of research: 1) to determine the effect of competitive advantage strategy on marketing performance at KPRI Kabupaten Tegal financial services sector. 2) to determine the effect of service positioning strategy on marketing performance at KPRI Kabupaten Tegal financial services sector. 3) to know the influence of competitive advantage strategy and service positioning strategy together to marketing performance at KPRI Kabupaten Tegal financial services sector. The population in this study is the entire Cooperative Employees of the Republic of Indonesia financial services sector which is in the Tegal Regency as many as 25 cooperatives. The number of population areas is not so much that the entire population can be sampled. This study is a population study or a census study, as all elements of the population will be investigated. The sampling technique uses saturated sampling. The samples taken are two KPRI management (Chairman and Secretary). The total number of KPRI as many as 25 offices, so the amount of observation data is 25 x 2 = 50 respondents data. Data analysis technique used is rank spearman correlation analysis, spearman rank correlation significance test, multiple correlation analysis, multiple correlation significance test and coefficient of determination analysis. Result of research: 1) there is very strong and significant influence of competitive advantage strategy to marketing performance at KPRI Kabupaten Tegal financial services sector. This can be proved by the correlation coefficient value of 0.888 and the significance value of 0.000 <0.05 or Ho is rejected. 2) there is a strong and significant influence of service positioning strategy on marketing performance in KPRI Kabupaten Tegal financial services sector. This can be proved by the value of the resulting coefficient of 0.569 and the significance value of 0.000 <0.05 or Ho is rejected. 3) there is a very strong and significant influence of competitive advantage strategy and service positioning strategy together to marketing performance at KPRI Kabupaten Tegal financial services sector. This can be proved by the value of the resulting coefficient of 0.881 and the value of Fhitung (92.493) ÿ Ftable (4.04) or reside in Ho is rejected.