PENGARUH STRATEGI DEFERENSIASI TERHADAP KEUNGGULAN BERSAING

Abstract

The growth of hospitals in Pekanbaru continues to show an increasing number each year, this means
that hospital business has entered into a competitive business. Each hospital businessman is trying to
win the competition by creating competitive advantage. Superior hospitals have something that competitor
hospitals do not have, so they have bigger customers than competitors. Hospitals formulate differentiation
strategies in order to gain competitive advantage. The study was conducted in RSIA Eria
Bunda and the respondents were nurses 51 people. Simple regression linear regression technique
used to test the research hypothesis. From the results of hypothesis test I found that product
differentiation has no significant effect on competitive advantage, this is because the contribution of
low product differentiation variable, and this does not get support from previous research. Hypothesis
II testing found that service differentiation had a significant effect on competitive advantage, and
these results received support from previous studies. Hypothesis III test found that the variable of
personnel differentiation had a significant effect on the competitive advantage, this result got support
from previous research. And the results of hypothesis testing IV concluded that the differentiation of
the image has a significant effect on competitive advantage, also supported by previous research. The
results of this study recommend to RSIA Eria Bunda in order to improve the competitiveness of RSIA
Eria Bunda through improvement and improvement of quality of health equipment that is more adequate,
more innovative and more comfortable when used patient, it is closely related to improvement of
service quality and improvement of product and hospital image.