Pengaruh Digital Marketing, Kualitas Layanan dan Brand Image terhadap Keunggulan Bersaing pada Showroom Astra Daihatsu Medan Krakatau

Anggreini Laowo; Elisabeth Nainggolan; Lisa Elianti Nasution

doi:10.29407/jse.v9i2.1596

Authors

Anggreini Laowo Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Elisabeth Nainggolan Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Lisa Elianti Nasution Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.29407/jse.v9i2.1596

Keywords:

Digital Marketing, Service Quality, Brand Image, Competitive Advantage

Abstract

This study aims to analyze the influence of digital marketing, service quality, and brand image on competitive advantage at the Astra Daihatsu Medan Krakatau Showroom. The study employs a quantitative approach using a survey method, involving the distribution of questionnaires to showroom customers. The sampling technique utilized purposive sampling to obtain a sufficient number of respondents who met the study’s criteria. The data obtained were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that digital marketing and service quality have a significant impact on competitive advantage; however, they have not yet been able to provide an optimal contribution to enhancing the company’s competitiveness. Meanwhile, brand image has a positive and significant influence and is the most dominant factor in shaping competitive advantage. This indicates that a strong brand image can enhance consumer trust and positive perceptions of the company. Simultaneously, digital marketing, service quality, and brand image significantly influence the competitive advantage of the showroom. Therefore, the company needs to enhance the effectiveness of its digital marketing strategies, improve service quality, and continuously strengthen its brand image to boost the company’s competitiveness amid the increasingly competitive automotive industry

Downloads

Download data is not yet available.

References

Asikin, M. Z., Fadilah, M. O., Saputro, W. E., Aditia, O., Ridzki, M. M., Siber, P., Internasional, C., Java, W., Wit, S., Java, W., Mitra, U. C., & Region, S. (2024). The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium. International Journal of Social Service and Research, 04(03), 963–970. https://doi.org/10.46799/ijssr.v4i03.749

Atmaja, D. R. (2024). Pengaruh Orientasi Pelanggan, Kepuasan Pelanggan Yang Di Mediasi Oleh Kualitas Layanan Terhadap Kepuasan Pelanggan. 13(September), 1607–1626. https://doi.org/10.34127/jrlab.v13i3.1208

Distanont, A., & Khongmalai, O. (2020). The role of innovation in creating a competitive advantage. Kasetsart Journal of Social Sciences, 41(1). https://doi.org/10.1016/j.kjss.2018.07.009

Farmanesh, P., Solati Dehkordi, N., Vehbi, A., & Chavali, K. (2025). Artificial Intelligence and Green Innovation in Small and Medium-Sized Enterprises and Competitive-Advantage Drive Toward Achieving Sustainable Development Goals. Sustainability (Switzerland), 17(5). https://doi.org/10.3390/su17052162

Graciafernandy, M. A., Usriyono, E., & Istiyawari, L. (2024). Enhancing Marketing Performance of SMEs through Competitive Advantage. Proceeding International Conference on Religion, Science and Education, 587–596. https://sunankalijaga.org/prosiding/index.php/icrse/article/view/1061

Gupchup, Dr. S. (2024). Digital Transformation In Industry. Journal of Advanced Zoology, 132–138. https://doi.org/10.53555/jaz.v45iS4.4171

Hagen, D., Risselada, A., Spierings, B., Weltevreden, J. W. J., & Atzema, O. (2022). Digital marketing activities by Dutch place management partnerships: A resource-based view. Cities, 123. https://doi.org/10.1016/j.cities.2021.103548

Ho, C.-C., Lai, Y.-H., & Chen, M.-S. (2023). Service Quality Methods and Practices to Improve Library Administration: A Pilot Study. Standards, 3(2). https://doi.org/10.3390/standards3020015

Kharub, M., & Sharma, R. (2017). Comparative analyses of competitive advantage using Porter diamond model (the case of MSMEs in Himachal Pradesh). Competitiveness Review, 27(2). https://doi.org/10.1108/CR-02-2016-0007

Kruesi, M. A., & Bazelmans, L. (2023). Resources, capabilities and competencies: a review of empirical hospitality and tourism research founded on the resource-based view of the firm. Journal of Hospitality and Tourism Insights, 6(2). https://doi.org/10.1108/JHTI-10-2021-0270

Latipah, D., Subhiyanto, S., Adityarini, E., & Mardiansah, M. A. (2025). Integrasi Kecerdasan Buatan Dalam Industri Otomotif: Strategi, Tantangan dan Arah Transformasi Digital. Go Infotech: Jurnal Ilmiah STMIK AUB, 31(1), 197–204. https://doi.org/10.36309/goi.v31i1.373

Liang, X., Hussain, W. M. H. W., & Kadir, R. A. (2025). Digital Marketing and Competitive Advantage in Malaysian Education Agencies: Unveiling the Mediating Effects of Generation Z Interaction and Business Resilience. Asian Journal of University Education, 21(3). https://doi.org/10.24191/ajue.v21i3.70

Lin, Y. H., Lin, F. J., & Wang, K. H. (2021). The effect of social mission on service quality and brand image. Journal of Business Research, 132. https://doi.org/10.1016/j.jbusres.2020.10.054

Llopis-Albert, C., Rubio, F., & Valero, F. (2021). Impact of digital transformation on the automotive industry. Technological Forecasting and Social Change, 162. https://doi.org/10.1016/j.techfore.2020.120343

Lubis, N. W., Rini, E. S., Lumbanraja, P., & Sembiring, B. K. F. (2026). Resources Based View (RBV) for Marketing Capabilities: Literature Review: Implications for SMEs. In Studies in Systems, Decision and Control (Vol. 238). https://doi.org/10.1007/978-3-031-85398-2_36

Ong, A. K. S., Prasetyo, Y. T., Lagura, F. C., Ramos, R. N., Sigua, K. M., Villas, J. A., Nadlifatin, R., Young, M. N., & Diaz, J. F. T. (2023). Determining tricycle service quality and satisfaction in the Philippine urban areas: A SERVQUAL approach. Cities, 137. https://doi.org/10.1016/j.cities.2023.104339

Quaye, D., & Mensah, I. (2019). Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana. Management Decision, 57(7). https://doi.org/10.1108/MD-08-2017-0784

Rahman, A., Kusumadewi, R. A., & Nurzaman, F. (2025). Strategi Pemasaran Digital dalam Meningkatkan Daya Saing Perusahaan di Era Transformasi Teknologi. Idarah: Jurnal Manajemen Pemasaran, 2(1), 8–20. https://doi.org/10.70283/idarah.v2i1.64

Rua, O. L., & Santos, C. (2022). Linking brand and competitive advantage: The mediating effect of positioning and market orientation. European Research on Management and Business Economics, 28(2). https://doi.org/10.1016/j.iedeen.2021.100194

Sari, E. N., & Napitupulu, J. G. P. (2026). Digital Transformation as a Strategy to Achieve Competitive Advantage: A Literature Review from a Strategic Management Perspective. Synergy: Journal of Business, Finance and Management, 2(1), 10–19. https://sinergijournal.id/index.php/sjbfm/article/view/137

Sharma, V., Jangir, K., Gupta, M., & Rupeika-Apoga, R. (2024). Does service quality matter in FinTech payment services? An integrated SERVQUAL and TAM approach. International Journal of Information Management Data Insights, 4(2). https://doi.org/10.1016/j.jjimei.2024.100252

Sitanggang, R. M., Lubis, A., & Sitanggang, K. G. (2025). Pengaruh Citra Merek dan Ulasan Pelanggan terhadap Kepercayaan Konsumen Shopee di Medan Johor. MOTIVASI, 10(1), 1–12. https://doi.org/10.32502/motivasi.v10i1.579

Utomo, S. B., Setiadi, B., Astuti, E. D., Wahyuningratna, R. N., Hendra, & Nusyirwan. (2025). The Role of E-Service Quality and Brand Image on Purchase Intention of Smartphone Products. International Journal of Engineering, Science and Information Technology, 5(1). https://doi.org/10.52088/ijesty.v5i1.714

Wong, T. V., & Sijabat, R. (2022). Pengaruh Brand Image, Customer Engagement, dan Brand Reputation terhadap Kinerja UMKM Dimediasi Keunggulan Bersaing. Widya Cipta: Jurnal Sekretari Dan Manajemen, 6(1). https://doi.org/10.31294/widyacipta.v6i1.12094

Yanti, M. A., Sah, I. N., Afiyah, J., Ramadhana, M. Y., & Violita, C. E. (2026). The Impact of Chatbot Features in E-Commerce on User Experience: A Case Study of Shopee Users. Synergy: Journal of Business, Finance and Management, 2(1), 1–9. https://sinergijournal.id/index.php/sjbfm/article/view/134.