Pengaruh Strategi Bauran Pemasaran dan Keunggulan Bersaing terhadap Pangsa Pasar Perusahaan Tekstil di Indonesia

Abstract

The title of this thesis are "" The Influence of Marketing Mix and Competitive Advantage Strategy on The Market Share of Indonesian Textile Industry." The aim of this research is to applicate the marketing management theory. especially the marketing mix strategy and competitive strategy. The research was done on marketing manager of indonesian textile industry, the marketing mix and the competitive advantage strategy analysis to know the influencing for market share. The sample obtained I 00 samples of marketing manager. The sample selected by non random sampling, use judgment sampling, because get from company publication. The analysing use multiple regression and the hypothesis test use the t test for partial test and the F test for simultaneous test. The result of the research show that the application of marketing strategy and the competitive advantage strategy have a significant influence on the market share of Industrial textile in Indonesia both for partial and simultaneous. Key words: marketing strategy, competitive advantage