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All Journal EQUILIBIRIA Journal of Management Review Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) Jurnal Akuntansi Bisnis dan Ekonomi (JABE) Jurnal Hexagro Jurnal Ekonomi Perjuangan (JUMPER) Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Jurnal Pengabdian Mandiri Nusantara Journal Of Management Business (NUMABI)
Asep Saeful Falah, Asep
Sekolah Tinggi Ilmu Ekonomi Latifah Mubarokiyah
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis

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Pengaruh Strategi Harga Terhadap Keunggulan Bersaing Di Tengah Pandemi Covid-19 (Studi Kasus Pada Toko Besi Bardesi Baja Tasikmalaya) Lati Sari Dewi; Asep Saeful Falah
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 6, No 2 (2022): Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : LPPM Universitas BSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (179.2 KB) | DOI: 10.31294/eco.v6i2.12285

Abstract

This study uses quantitative research that aims to determine whether price has no influence on competitive advantage in the midst of the Covid-19 pandemic like the current phenomenon. This study uses a quantitative descriptive method. The number of samples in this study were 55 respondents from customers who shop at the Bardesi Iron Shop. The selection of customer criteria using random techniques and to take the number of respondents the researchers used accidental sampling technique, with the criteria of respondents who had shopped at the Bardesi iron shop. Data collection techniques by giving questionnaires to respondents, interviews and documentation. The test results show that: 1) there is an influence on the price strategy variable on competitive advantage in the midst of the Covid-19 pandemic. the effect is 0.106 or 10.6%. and greater influence than other factors. The test results were obtained from validation and reliability tests with valid and reliable statement results to be used as research measures, 2) competitive advantage occupied a very high classification with a score of 243, 3) partially there was a significant influence between price strategy and competitive advantage, although weak, is 10.6%, the partial test shows thitungt > ttable (2057 > 1.673). The significance value of t for the price variable is 2.057 and this value is greater than the probability of 0.05 (2.057 > 0.05). So in this test, Ha is accepted and Ho is rejected, this means that there is a positive and significant effect.Keywords: Marketing Strategy. pricing strategy, and Competitive Advantage
Co-Authors Ainur Rizki Aneu Yulianeu Hendi Sobari Lati Sari Dewi Lati Sari Dewi Taufik Hermansyah Yochi Elanda