Analisis Pengaruh Strategi Pemasaran Media Sosial, Kualitas Pelayanan dan Inovasi Produk Terhadap Keunggulan Bersaing Pada Usaha Jasa Sewa Baju Pengantin Nikah Mudah Project

Abstract

This study aims to analyze the influence of social media marketing strategies, service quality, and product innovation on competitive advantage in the bridal gown rental service business Nikah Mudah Project in Medan City. The background of this research is the intense competition in the bridal gown rental industry and the importance of appropriate strategies to maintain business sustainability amid changing consumer trends. This study employs a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to consumers who had used the services of Nikah Mudah Project. The results show that partially, all three independent variables have a positive and significant effect on competitive advantage. Among them, product innovation has the most dominant influence. Simultaneously, the three variables contribute to the variation in competitive advantage. These findings affirm that a combination of effective digital strategies, high-quality service, and sustainable product innovation is crucial for strengthening a business’s market position. This research is expected to serve as a reference for similar service businesses in developing integrated strategies in marketing, service, and product development to enhance competitiveness in the wedding service industry.