Analysis of Services Marketing Mix and Competitive Advantage and Its Effect on Customer Loyalty (Survey on Customer Go-Jek in Bandung)
Abstract
The purpose of this study is to analyze the influence that services marketing mix and competitive advantage has on customer loyalty either partially or simultaneously. Based on the data collected, the object of this research is customer Go-jek in Bandung. Samples were taken by a cluster random sampling technique with a sample size of 132 people. Data used in this research is primary and secondary data. Primary data were collected through questionnaires, interviews and observation. The research type used was verifikatif with an explanatory survey method. The results of this study prove the influence of both simultaneous and partial services marketing and competitive advantages on customer loyalty.
Keywords: services marketing mix, competitive advantage, customer loyalty Go-jek
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