Product Differentiation and Digital Marketing as Competitive Advantage Strategy in the Time of the Covid 19 Pandemic

Abstract

The COVID-19 pandemic has created economic instability for business people in Indonesia. Business people who survive during the pandemic are those who can see opportunities in the era of the industrial revolution 4.0 even in a pandemic. This study aims to determine the effect of product differentiation and digital marketing as a competitive advantage strategy during the covid 19 pandemic. This type of research is quantitative descriptive and the data collection method is through questionnaires distributed via google form. The sampling technique was purposive sampling technique, which consisted of 96 respondents who then processed the data using the SPSS version 23 application. Hypothesis testing was carried out by multiple regression testing. The result of the research is that there is a partial effect of product differentiation and digital marketing on competitive advantage strategies. So it can be concluded that during this pandemic, House of Kitty as a business person has carried out product differentiation and appropriate digital marketing as a strategy to compete against other competitors.