ANALISIS STRATEGIS PEMASARAN DAN KUALITAS LAYANAN DALAM MENINGKATKAN KEUNGGULAN BERSAING PADA BISNIS PIJAT REFLEKSI KAKIKU CABANG J-CITY

Abstract

This study aims to analyze the marketing strategies and service quality implemented by the KAKIKU J-City Reflexology business to enhance its competitive advantage. The health and wellness services sector, such as reflexology, is growing rapidly ; however, this growth also intensifies competition , making marketing strategy and service quality key determinants of business sustainability. Employing a qualitative approach with a descriptive method , the research found that KAKIKU J-City successfully created a competitive advantage through a combination of strategies. These strategies include utilizing a strategic location in the J-City area , effective digital marketing (using Instagram and collaboration with the MedanTalk account) , and service differentiation through complete facilities, including additional services like a salon and face treatments. SERVQUAL-based service quality was also well-achieved , supported by professional and responsive therapists, clean and comfortable facilities, and personal service (empathy). This success is confirmed by interview findings with management, employees, and customers. However, there is a crucial recommendation to increase the number of therapists to reduce customer waiting times during peak hours , in order to maintain continuous service quality.