Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)

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The Marketing Model and Human Resources Management Strategies to Achieve Competitive Advantage of Grocery Stores

Authors
Rohman Willian, Novita Eka Sari, Tona Aurora Lubis, Rizdhianty Savitri
Corresponding Author
Rohman Willian
Available Online July 2018.
DOI
10.2991/piceeba-18.2018.65How to use a DOI?
Keywords
marketing strategy, human resources management, competitive advantage
Abstract

Grocery stores in traditional markets in the Province of Jambi are facing an intense competition, especially with increasing number of minimarkets and modern stores. This can lead to the tight competition between retailers. The purpose of this research is to formulate the model of marketing and human resource management strategy to achieve competitive advantage of grocery stores in traditional market of Jambi. The aim of this study is to analyze the influence of marketing strategy, human resources, and competitive advantage on the competitive advantage. This research used mix method (qualitative and quantitative methods) by using the type of sequel explanatory descriptive. This study conducted a survey involving 85 respondents, who were chosen by using quota sampling technique. The results show that marketing strategy (PMS) has a significant effect on the competitive advantage (KB), and human resources (SDM) has a significant effect on the competitive advantage (KB) of grocery stores in traditional market of Jambi. However, human resource has no significant effect to marketing strategy.

Copyright
© 2018, 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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Volume Title
Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
July 2018
ISBN
978-94-6252-581-8
ISSN
2352-5428
DOI
10.2991/piceeba-18.2018.65How to use a DOI?
Copyright
© 2018, 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/).

Cite this article

risenwbib
TY  - CONF
AU  - Rohman Willian
AU  - Novita Eka Sari
AU  - Tona Aurora Lubis
AU  - Rizdhianty Savitri
PY  - 2018/07
DA  - 2018/07
TI  - The Marketing Model and Human Resources Management Strategies to Achieve Competitive Advantage of Grocery Stores
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 505
EP  - 512
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.65
DO  - 10.2991/piceeba-18.2018.65
ID  - Willian2018/07
ER  -