# The Marketing Mix Strategy in Influence to the Competitive Advantage

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3 = error type The smallest correlation coefficient ( was estimated at 0.40, = 0.05 and = 0.05; the obtained sample size (n of at least 6. So in this study the samples studied is 84 telecommunication service companies as respondents. Path analysis is used to determine the influence of one variable to another variables both directly and indirectly. The amount of the influence independent variables to the dependent variable called path coefficients (P yx. 3. Result and Analysis The processing data to calculation of the path diagram of the seventh sub variables marketing mix consist of product, price, place, promotion, people, physical evidence, and process, to the competitive advantage in causal relationship. The result obtained path coefficients for each of sub variables of the marketing mix strategy to the competitive advantage in the table below. Table 1: Path Coefficient Product, Price, Place, Promotion, People, Physical Evidence, and Process to Competitive Advantage Variabel Koefisien Jalur thitung X.1 0,0967 0,744 X. 0,0476 0,56 X.3-0,1836-1,335 R = 0,486 X.4 0,989,864 X.5 0,100 1,8995 X.6 0,373 1,9357 X.7 0,308,116 This table show the seventh sub variables of marketing mix namely product, price, place, promotion, people, physical evidence, and process which influence to the competitive advantage at 48.6% (R on telecommunication service companies. The residual at 51,74% as error model as influence from another factor outside of the seventh sub variables of marketing mix. The calculation of the mathematical equations between the seventh sub variables of product, price, place, promotion, people, physical evidence, and process to the competitive advantage on telecommunication service companies described as equation 5. Y = *X *X *X *X *X5 ( ( ( ( ( *X *X7, Errorvar.= , R² = (5 (0.16 ( ( The equation 5 mean that competitive advantage was affected by product at , price , place ( , promotion 0.989, people 0.100, physical evidence 0.373, and process at There are two types of influence namely positive and negative. The sub variables which impact positively to the competitive advantage from the biggest successive are promotion, physical evidence, process, people, product and the last price. The sub variables negatively impact is place, this is caused by distribution system for business telecommunication in Indonesia are properly managed by professional distribution company. The structural diagrams equations between the seventh sub variables of product, price, place, promotion, people, physical evidence, and process to the competitive advantage described as figure 1. 80

4 X 1 = product X = price X 3 = place X 4 = promotion Description: X 5 = people X 6 = physical evidence X 7 = process Y = competitive advantage Figure 1: Path Diagram Sub Variables Product, Price, Place, Promotion, People, Physical Evidence, and Process to the Competitive Advantage. Based on the path diagram picture 1 will be tested the influence of product, price, place, promotion, people, physical evidence, and process to the competitive advantage simultaneously. Thus determined research hypotheses to examined each independent variables and dependent variable with statistic hypotheses formula as below. H 0 : All X i Y = 0 i = 1,,,7 H a : Any X i Y 0 i = 1,,,7 Product, price, place, promotion, people, physical evidence, and process do not influence to the competitive advantage simultaneously. Product, price, place, promotion, people, physical evidence, and process influence to the competitive advantage simultaneously. Hypothesis testing is done through F-test statistics with provision that reject Ho if F count greater than F table, or otherwise accept Ho if F count less than or equal to the F table. With the value of the coefficient determination (R in Table 1 can be calculated F value with the following formula. Fcount = ( n k 1 R k(1 R Y ( X Y ( X. X 1 1X... X.. X 7 7 (6 ( x Fcount = x (

9 Chumaidiyah, E. (013. Marketing Mix Strategy in Increasing Marketing Performance in Indonesia Telecommunication Services Companies. Proceedings IEEE International Conference of Information and Communication Technology (ICoICT. Bandung, Indonesia. Malhotra, Naresh K. (00. Basic Marketing Research: applications to contemporary issues. International Edition. Upper Saddle River, New Jersey. Pearson Education, Inc. Porter, M. E. (1985. Competitive Advantage. Boston. MA: Free Press. Rust, R.T., Anthony J. Z., and Timothy L. K. (1996. Services Marketing. New York. Harper Collins College Publishers. Sekaran, Uma. (009. Research Method For Business: A Skill Building Approach. New York. John Wiley & Sons, Inc. Thompson, A. A., Strickland, A. J., and Gamble, J. E. (008. Crafting and Executing Strategy: The Quest for Competitive Advantage Concepts and Cases. New York. McGraw-Hill. Zeithaml, V. A., and Bitner, M. J. (006, Services Marketing: Integrating Customer Focus Across the Firm, 5 nd Edition. Boston. McGraw-Hill Higher Education. Biography Endang Chumaidiyah is an Assistant Professor at Industrial Engineering Department on Telkom University, Bandung, Indonesia and chairman of ICT Business and Regulation Research Center (IBRR Telkom University. She graduated in Industrial Engineering from Institut Teknologi Bandung (ITB, Indonesia, Master in Industrial Engineering from Institut Teknologi Bandung (ITB, Indonesia and PhD in Economic Management from Universitas Padjajaran (UNPAD, Bandung, Indonesia. She has published journals and conference papers. She has done research project in Ministry of Trade of the Republic of Indonesia, Investment Coordinating Board of the Republic of Indonesia, Ministry of communication and information of the Republic of Indonesia, and Telkom Corporate University. Her research interests including technology management, core competence, system dynamic, feasibility analysis, financial management, and engineering economic. 86

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