Influence of Service Marketing Mix on Competitive Advantage with Service Strategy as Variable Between (Micro Credit Case Study at Pt. Bank Rakyat Indonesia TBK. Manado Sarapung Branch Unit Office)

Abstract

These results conclude that there is a simultaneous (simultaneous) effect of the Kupedes Product variable (X1), Interest rate (X2) and Place/Location on the Service Strategy variable (Z). Thus the sub structure model 1 can be concluded as feasible and can be continued for further analysis. The correlation between Kupedes product variables (X1), interest rates (X2), place/location (X3) and service strategy (Z) is in the category of sufficient correlation, which is in the range of > 0.25 – 0.5. Variables X1, X2, X3 and Z have a unidirectional significance coefficient (positive correlation coefficient) and significant (sig < 0.05). R square (R2). The number R square is 0.667. This figure is also called the coefficient of determination which explains the contribution of the combined (simultaneous) effect of the Kupedes product variable (X1), interest rate (X2), place/location to service strategy (Z) is 0.667 or coefficient of determination = R2 X 100% = 0.667 X 100% = 66.7%. While the remaining 33.3%, this figure means the magnitude of other factors outside the Kupedes product variable (X1), interest rate (X2), and place/location (X3) that contribute to service strategy (Z). Thus, from the results of the analysis above, it can be interpreted that the variability of service strategy (Z) can be explained by the variable Kupedes product (X1), interest rate (X2) and place/location (X3) of 66.7% while 33.3% is explained by other factors outside model. There is a combined (simultaneous) effect of the Kupedes product variable (X1), interest rate (X2), place/location (X3) and service strategy (Z) on the competitive advantage variable (Y). Thus the sub structure model 2 can be concluded as feasible and can be continued for further analysis. The correlation between Kupedes product variables (X1), interest rates (X2), place/location (X3), service strategy (Z) and competitive advantage (Y) is in the category of strong correlation, which ranges from >0.5 – 0.75. Variables X1, X2, X3, Z and Y have a unidirectional significance coefficient (positive correlation coefficient) and significant (sig < 0.05). Kupedes product (X1), interest rate (X2), place/location (X3) and service strategy (Z) are combined on the competitive advantage variable (Y). This test can be seen in the Model Summary table above at the value of R square (R2). The number R square is 0.666. This figure is also called the coefficient of determination (KD) which explains the combined (simultaneous) effect of the Kupedes product variable (X1), interest rate (X2), place/location and service strategy (Y) combined to the competitive advantage variable (Y). is 0.666 or KD = R2 X 100% = 0.666 X 100% = 66.6%. While the remaining 33.4%, this figure means that other factors outside the Kupedes product variable (X1), interest rate (X2), place/location (X3) and service strategy (Z) contribute to competitive advantage (Y).