CD Skripsi

Penerapan Strategi Diferensiasi Dalam Meningkatkan Keunggulan Bersaing Pada Hotel Rauda Pekanbaru

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The research was carried in Rauda Hotel Pekanbaru. The research aimed to determine the effect of the implementation of differentiation strategy which consists of Product Differentiation, Differentiation Services, Personnel Differentiation, and Differentiation Image in increasing competitive advantage in Rauda Hotel Pekanbaru.
This study uses purposive sampling technique with 100 samples. Data analysis methods used in this research is descriptive qualitative and quantitative methods then multiple linear regression analysis with SPSS version 17.0.
The results of the testing that has been done, simultaneous regression test (F test) showed that all independent variables simultaneously in this study had an influence on the dependent variable. Partially regression test (t test) showed that the variables Product and Service Differentiation have significant influence on competitive advantage Rauda Hotel Pekanbaru,while The Personnel and Image Differentiation variable does not affect significantly. The magnitude of the effect that (R2) by four variables together 36.7% of the dependent variable, while the remaining 63.3% is influenced by other variables that are not revealed in this study. According to the results of this study concluded that the company's differentiation strategy adopted was quite successful, although there are other indicators and variables that affect the competitive advantage and is not revealed in this study, such as channel variables and indicators of style.
Keywords: Differentiation Strategy, Product Differentiation, Service Differentiation, Personnel Differentiation, Image Differentiation, Competitive Advantage

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02.113 (0096)

Penerbit

Pekanbaru : Universitas Riau - FEKON - Manajemen., 2013

Deskripsi Fisik

x, 121 hlm.;ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

02 02.113 (0096)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Dewa

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