PROMOTION STRATEGY & PRODUCT DIVERSIFICATION IN ORDER TO IMPROVE COMPETITIVE ADVANTAGE AND ITS IMPLICATIONS ON PERFORMANCE MARKETING BPR ACROSS THE REGENCY AND SUKABUMI CITY
Keywords:
Promotion Strategy, Product Diversification, Competitive Advantage, Marketing Performance.Abstract
This study was conducted to determine the effect of Promotion Strategy & Product Diversification in order to increase Competitive Advantage and its implications on the Marketing Performance of BPRs throughout Sukabumi Regency and City. The study was conducted at BPRs throughout Sukabumi Regency and City. This study is expected to be input for institutions in improving the quality and quantity of Promotion Strategy, Product Diversification, and Competitive Advantage, in order to improve Marketing Performance every year. In this study, sampling used Simple Random Sampling by distributing questionnaires to 134 staff and directors of BPRs throughout Sukabumi Regency and City. The questionnaire data were analyzed using SPSS Version 27 and Lisrel 8.80 software. The results of this study state that Promotion Strategy has an effect on Marketing Performance, Product Diversification has an effect on Marketing Performance, Competitive Advantage has an effect on Marketing Performance, Competitive Advantage is able to mediate the effect of Promotion Strategy and Product Diversification on Marketing Performance
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Copyright (c) 2026 Yulius Tri Haryanto, Hari Muharam, Agus Setyo Pranowo (Author)
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