Anas Khair Prikurnia, 1116051006 (2015) FAKTOR-FAKTOR YANG MEMPENGARUHI KEUNGGULAN BERSAING PADA USAHA TRAVEL (STUDI PADA USAHA TRAVEL RAMA TRANS DI LAMPUNG). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstract
ABSTRAK Tujuan Penelitian ini adalah untuk mengetahui pengaruh diferensiasi produk, diferensiasi kualitas pelayanan, dan diferensiasi citra terhadap keunggulan bersaing RAMA Trans di Lampung. Tempat penelitian ini di lakukan di usaha travel yang sudah berbentuk CV yang bernama CV RASYA MANDIRI TRANS (RAMA TRANS) di Lampung. Sampel dalam penelitian ini dipilih menggunakan purposive sampling dan terdiri dari konsumen yang sudah pernah menggunakan jasa travel RAMA Trans. Analisis data penelitian ini menggunakan teknik regresi berganda dengan alat uji SPSS 16. Hasil dari penelitian ini menunjukkan bahwa keunggulan bersaing (variabel Y) pada perusahaan travel RAMA Trans dipengaruhi oleh faktor diferensiasi produk (variabel X1), diferensiasi kualitas pelayanan (variabel X2), dan faktor diferensiasi citra (variabel X3). Hasil uji F menunjukkan secara simultan diferensiasi produk, diferensiasi kualitas pelayanan, dan diferensiasi memiliki pengaruh yang positif dan signifikan citra terhadap keunggulan bersaing. Kata Kunci: Diferensiasi produk, diferensiasi kualitas pelayanan, diferensiasi citra dan keunggulan bersaing. ABSTRACT The purpose of this study was to determine the effect of product differentiation, differentiation of service quality, and differentiation of the image on competitive advantage in Lampung RAMA Trans. Where the research was conducted in the travel business that has been shaped CV named CV RASYA MANDIRI TRANS (RAMA TRANS) in Lampung. The sample in this study were selected using purposive sampling and consists of consumers who have been using the services of travel RAMA Trans. The research data analysis using multiple regression techniques to test equipment SPSS 16. Results of this study indicate that the competitive advantage (Y) on the travel company RAMA Trans influenced by product differentiation factor (X1), differentiated quality of service (X2), and image differentiation factor (X3). F test showed simultaneous differentiation, differentiation of service quality, and differentiation has a positive and significant influence on the image of competitive advantage. Keywords: product differentiation, differentiation of service quality, image differentiation and competitive advantage
| Item Type: | Other |
|---|---|
| Subjects: | H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Ilmu Sosial = Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | 8285802 . Digilib |
| Date Deposited: | 02 Apr 2015 08:25 |
| Last Modified: | 02 Apr 2015 08:25 |
| URI: | http://digilib.unila.ac.id/id/eprint/7893 |
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