PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP DAYA SAING USAHA DENGAN STRATEGI PEMASARAN  SEBAGAI VARIABEL INTERVENING PADA  PT. PEGADAIAN KANTOR CABANG TULUNGAGUNG

Imam Syechrowardi

doi:10.37504/jmb.v8i3.714

Imam Syechrowardi PT. Pegadaian Kantor Cabang Tulungagung

DOI: https://doi.org/10.37504/jmb.v8i3.714

Keywords: service quality, product quality, business competitiveness, marketing strategy

Abstract

The research objectives are (1) to determine and analyze service quality, product quality, marketing strategy and business competitiveness (2) the direct influence of service quality on business competitiveness (3) the direct influence of product quality on business competitiveness (4) the influence of service quality on marketing strategy (5) the influence of product quality on marketing strategy (6) the influence of marketing strategy on business competitiveness (7) the influence of service quality on business competitiveness through marketing strategy and (8) the influence of product quality on business competitiveness through marketing strategy.The research method is quntitative. The research results show that service quality is included in the good criteria, product quality is good, marketing strategy is good and business competitiveness is included in the strong criteria. Service quality does not have a direct effect on business competitiveness and product quality does not have a direct effect on business competitiveness. Service quality has no effect on marketing strategy. Product quality influences marketing strategy, marketing strategy influences business competitiveness, marketing strategy cannot mediate the influence of service quality on business competitiveness and marketing strategy can mediate the influence of product quality on business competitiveness.