Market Performance Optimization of Cosmetic Companies in Surabaya
Keywords:
Price Advantage, Product Advantage, Market PerformanceAbstract
Every company definitely wants good market performance to be able to increase sales profits. Then the Price Advantage and Product Advantage are increased based on the products or services offered. This study aims to analyze the relationship between Price Advantage and Product Advantage on Market Performance. This research is a quantitative research which analyzes data in the form of numbers. The research population is users of facial care cosmetics in Surabaya. The research sample was determined by the Accidental Sampling method so as to get a total of 140 respondents. The data analysis technique and hypothesis testing in this study is the Structural Equation Model (SEM). To answer the hypothesis used Partial Least Square (PLS). The results of the study show that the relationship between Price Advantage and Product Advantage to Market Performance is significantly positive. The strategy that can be carried out is through price comparisons between the capital of making products and the quality of existing products and evaluating products to be able to take corrective actions that increase the selling value of products.
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Copyright (c) 2024 Johan Hari Sukwanto (Author)
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