Marketing Approach on Competitive Advantage of Online-Based Public Transportation

Abstract

the aim of this research is to determine the competitive advantage using marketing approach of onlinebased public transportation. Marketing approach used in this research is a service marketing mix that includes product, price, promotion, place, people, process, and physical evidence. The method used in this research was comparative analysis using parametric analysis, independent sample t-test. Sampling method used in this research was random sampling through the distribution of a series of questionnaires to 200 online-based public transportation customers as a case study. This research investigated means the difference of competitive advantage between online-based public transports using marketing approach strategy. The result shows that there is a significant difference on four competitive advantage factors on onlinebased public transportation. Nevertheless, competitive advantage could be a factor that can determine the long-term success of online-based service company, especially onlinebased public transportation sector. The finding of this research contributes to encourage online-based service company to develop their competitive advantage to compete with others. By applying the appropriate marketing strategy, it is expected that the company can added value for the products/services offered to the public so they can achieve competitive advantage and win competition in the market.

Ekosistem Pesantrenpreneur Berbasis Pengembangan Potensi Lokal

“…Itulah sebabnya, secara teorites, pendekatan dan strategi pemasaran sangat beragam. Sehingga tidak ada strategi yang lebih baik dari pada yang lain untuk dipergunakan karena yang ada hanyalah strategi mana yang lebih tetap (Iffan, 2020). Namun demikian, desain strategi pemasaran yang relevan untuk dipergunakan dalam konteks usaha ponpes (pesantrenpreneur) adalah sebagai berikut:…”