The Effect of Direct Marketing and Product Quality on Competitive Advantage at PT. Fausan Water Filterindo
Abstract
Purpose: This study aims to examine and analyze the effects of direct marketing and product quality on competitive advantage at PT. Fauzan Water Filterindo.
Research Design and Methodology: The research employed a quantitative approach with 95 respondents selected through a purposive sampling method. Data were collected using a structured questionnaire and analyzed using multiple linear regression via SPSS 26.
Findings and Discussion: The results indicate that both direct marketing and product quality have a positive and significant impact on competitive advantage. Direct marketing strategies, including face-to-face selling and digital engagement, enhance the company’s market positioning. Meanwhile, high product quality improves customer satisfaction and brand loyalty.
Implications: The findings suggest that companies should invest in direct marketing initiatives and maintain high-quality standards to gain sustainable competitive advantage.
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