PENGARUH SERVICE DIFFERENTIATION DAN REPUTASI TERHADAP KEUNGGULAN BERSAING UNIVERSITAS KATOLIK SANTO THOMAS MEDAN

Authors

  • Robinson Sipahutar FEB, Universitas Katolik Santo Thomas Medan
  • Elizabeth Haloho FEB, Universitas Katolik Santo Thomas Medan
  • Prabudi Darus Universitas Sari Mutiara Indonesia

Keywords:

Service Differentiation, Reputation, Competitive Advantage

Abstract

This research aims to determine the influence of differential service and good reputation partially and simultaneously on the competitive advantage of Santo Thomas Catholic University, Medan. The population in this study was 6,540 active students for the 2022/2023 academic year. The sample in the study was 98 respondents using the Simple Random Sampling technique. The analytical methods used are instrument tests, classical assumption tests, hypothesis tests, coefficient of determination tests and multiple linear regression analysis. The research results show (1) Based on the Partial Test (t Test) Service differentiation has a positive and significant effect on the competitive advantage of Santo Thomas Catholic University Medan, (2) Based on the Partial Test (t Test) reputation has a positive and significant effect on the competitive advantage of Santo Thomas Catholic University Medan, and (3) Based on Simultaneous Test (F Test) Service differentiation and reputation simultaneously competitive advantage Santo Thomas Catholic University Medan.  

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Author Biography

Robinson Sipahutar, FEB, Universitas Katolik Santo Thomas Medan

Lektor Kepala

References

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Published

2024-02-26

How to Cite

Sipahutar, R. ., Haloho, E., & Darus, P. . (2024). PENGARUH SERVICE DIFFERENTIATION DAN REPUTASI TERHADAP KEUNGGULAN BERSAING UNIVERSITAS KATOLIK SANTO THOMAS MEDAN. Jurnal Manajemen Dan Bisnis, 24(1), 109–114. Retrieved from https://ejournal.ust.ac.id/index.php/JIMB_ekonomi/article/view/3489

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