The Influence of Price and Social Media Promotion on Competitive Advantage at PT Karya Jaya Steel Bandung

Abstract

The competition associated with iron and steel industry players is not only from within the country, but from abroad as well. This study aims to determine how the effect of price and social media promotion on competitive advantage at PT. Karya Jaya Steel. The factors tested in this study were price and social media promotion as independent variables, while competitive advantage was the dependent variable. The research method used in this research is the verification method. The population in this study were all consumers of PT. Karya Jaya Steel has 31 social media users. The sampling technique used in this study is a non-probability sampling technique with a saturated sample technique, so that the sample is 31 consumers. The analytical method used in this research is multiple linear regression analysis. The results showed that price and social media promotion had an effect on competitive advantage at PT. Karya Jaya Steel. In addition, the magnitude of the effect of price and social media promotion on competitive advantage is 66.3%.