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The Role of Marketing Strategy on Competitive Advantage and Its Impact on Home Sales in South Sulawesi

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This study aims to examine and analyze (1) the influence of marketing strategy towards competitive advantages and (2) the influence of marketing tactics towards competitive advantage. This research uses primary data with populations coverage 162 developers as REI members South Sulawesi and Perum Perumnas Regional VII in which spreading out South Sulawesi with observation sample uses Slovin method, so the observation sample as 115 developers, survey was begun January to March 2013. The data was analyzed by using Path Analysis. The results of this research show that (1) marketing strategy has positive and significant effect to competitive advantages; (2) Marketing tactics has positive and significant effect to competitive advantages. This indicates that strategy marketing tactics and competitive advantages are very much needed to manage build and market the house in which need more attention for house developers in order that the target can be achieved.
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Keywords: Competitive Advantage; Marketing Strategy; Marketing Tactics; Selling

Document Type: Research Article

Affiliations: 1: Department of Economics and Social Sciences, University of Fajar, Makassar-South Sulawesi, Indonesia 2: STIKES Nani Hasanuddin, Makassar-South Sulawesi, Indonesia

Publication date: November 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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