Effect of Differentiation of Pospay Kiosk Services on the Decision to use an application as a Consumer Service (Case study: PT Pos Indonesia (Persero)) Pujiati B (2208761)1, Iwan Gunawan (2208848)2, Ratih Hurriyati 3, Mokh. Adib Sultan 4
1,2 Student of Doctoral Program Universitas Pendidikan Indonesia, Bandung
3,4 FPEB Universitas Pendidikan Indonesia, Bandung
Abstract
This research investigates the influence of service differentiation in Pospay Kiosk on the decision of consumers to use the application. Employing an associative quantitative approach, this study includes service differentiation as the independent variable and competitive advantage as the dependent variable. Data was gathered through questionnaires, and multiple linear regression analysis was utilized to evaluate the relationship between the variables. The findings reveal a positive and significant influence between service differentiation and competitive advantage, indicating that the higher the service differentiation, the greater the competitive advantage. Descriptive analysis also demonstrates that good service differentiation is considered important by consumers. This study provides new insights into improving adoption and customer satisfaction through service differentiation
Keywords: Service Differentiation, Competitive Advantage, Pospay Kiosk, Associative Quantitative Method.
Topic: Marketing Management, Relationship Marketing, Service Marketing
