and its Influence On Image and Marketing Performance
oleh : Eddy Soeryanto Soegoto
(Published : Journal of Applied Sciences Research 5(8): 955-1001, 2009)
Abstract
Marketing Environment And Source of Competitive Advantage In Terms of Formulating Marketing Strategy And Its Influence On Image And Marketing Performance (Survey on Private Universities at Private Higher Educational Institutional Coordinator Area IV in West Java and Banten Provinces / Kopertis) In order to know the causes of the decrease of the new students in Private Higher Education Institution (PTS) Area IV in West Java and Banten Provinces since 2002/2003 up to now; the present writer conducted a research on factors of marketing environment, source of competitive advantage, marketing strategy, image and marketing performance using a survey method at the concerned stakeholder, namely 215 leaders at PTS drawn using stratified random sampling, 2150 students and 2150 member of community drawn using disproportionate random sampling as well as using descriptive analysis for quantitative variables and analysis of verification to test hypothesis using structural equation model (SEM) with the tools of LISREL software. The research result shows that the marketing environment concerning macro environment: demography, economy, technology, politics, and culture; as well as micro environment: vendor, mediator, consumer market, competitors, and consumers; as well as source of competitive advantage concerning superior resource, resource, superior skill, and superior control affect on the image and the marketing performance. The greatest effect is originated from the source of competitive advantage. Image consists of trust, surety, emotional relationship, loyalty affect on the marketing performance, covering of the number of the new students, quality of graduates, alumni absorption, with the greatest influence is given by the factor of positional superiority .
Keyword: Marketing Environment, Source of Competitive Advantage, Marketing Strategy, Image and Marketing Performance
INTRODUCTION
It is inevitable that PTS still depend very much on the number of students they have. On one hand when student body at PTS has met the target, it is still possible for them to grow. On the other hand for the PTS which cannot meet student body minimal, they will have difficulties in growing. Accordingly, accurate strategy in managing higher educational institution is necessary. The marketers giving less trust on the PTS graduates, as proposed by the Kopertis Coordiantor, than the graduates from the state higher educational institution (PTN) means that this occurence has been caused by the PTS manmagement who do not master sufficiently and pay attention on information of the marketing environment and the source of the competitive advantage owned by them; namely non physical resources, such as educational and . . . . . . .(baca_selengkapnya )
Keyword: Marketing Environment, Source of Competitive Advantage, Marketing Strategy, Image and Marketing Performance
INTRODUCTION
It is inevitable that PTS still depend very much on the number of students they have. On one hand when student body at PTS has met the target, it is still possible for them to grow. On the other hand for the PTS which cannot meet student body minimal, they will have difficulties in growing. Accordingly, accurate strategy in managing higher educational institution is necessary. The marketers giving less trust on the PTS graduates, as proposed by the Kopertis Coordiantor, than the graduates from the state higher educational institution (PTN) means that this occurence has been caused by the PTS manmagement who do not master sufficiently and pay attention on information of the marketing environment and the source of the competitive advantage owned by them; namely non physical resources, such as educational and . . . . . . .(baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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