P I C E E B A, 1ST PICEEBA 2018

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MODEL OF MARKETING AND HUMAN RESOURCES MANAGEMENT STRATEGIES TO ACHIEVE COMPETITIVE ADVANTAGE OF GROCERY STORES (Case Study: Grocery Stores in Traditional Market Area in Jambi Province)
Rizdhianty Savitri

Last modified: 2018-06-09

Abstract


Grocery stores in traditional markets in Jambi province facing intense competition, especially with increasing number of minimarket or modern stores. This can lead to intense competition between retailers. In general, the aim of this research is to formulate the model of marketing and human resource management strategy to achieve competitive advantage of grocery store in traditional market area in Jambi Province. This research used mix method (qualitative and quantitative method) by using the type of Sequal Explatory Descriptive.The results show that marketing strategy (PMS) has significant effect to the competitive advantage (KB), and human resources (SDM) has significcant effect to the competitive advantage (KB), of grocery stores in traditional market area in Jambi province. However, human resources has not significant effect to marketing strategy.


Keywords


Marketing strategy, Human Resources Management, Competitive Advantage, Grocery Stores