Marketing Approach on Competitive Advantage of Online-Based Public Transportation

DOI

10.2991/aebmr.k.200108.021How to use a DOI?

Keywords

Competitive Advantage, Online-Based Public Transportation

Abstract

The aim of this research is to determine the competitive advantage using marketing approach of online-based public transportation. Marketing approach used in this research is a service marketing mix that includes product, price, promotion, place, people, process, and physical evidence. The method used in this research was comparative analysis using parametric analysis, independent sample t-test. Sampling method used in this research was random sampling through the distribution of a series of questionnaires to 200 online-based public transportation customers as a case study. This research investigated means the difference of competitive advantage between online-based public transports using marketing approach strategy. The result shows that there is a significant difference on four competitive advantage factors on online-based public transportation. Nevertheless, competitive advantage could be a factor that can determine the long-term success of online-based service company, especially online-based public transportation sector. The finding of this research contributes to encourage online-based service company to develop their competitive advantage to compete with others. By applying the appropriate marketing strategy, it is expected that the company can added value for the products/services offered to the public so they can achieve competitive advantage and win competition in the market.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muhammad Iffan
PY  - 2020
DA  - 2020/01/13
TI  - Marketing Approach on Competitive Advantage of Online-Based Public Transportation
BT  - Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019)
PB  - Atlantis Press
SP  - 85
EP  - 88
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200108.021
DO  - 10.2991/aebmr.k.200108.021
ID  - Iffan2020
ER  -