SUMBER KEUNGGULAN BERSAING STRATEGI PEMASARAN PENGARUHNYA TERHADAP KEUNGGULAN POSISIONAL DAN KINERJA PEMASARAN PTS

Soeryanto Soegoto, Eddy (2013) SUMBER KEUNGGULAN BERSAING STRATEGI PEMASARAN PENGARUHNYA TERHADAP KEUNGGULAN POSISIONAL DAN KINERJA PEMASARAN PTS. Majalah Ilmiah UNIKOM, Volume. ISSN 1411-9374

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Abstract

Low marketing performance of Private Universities at Kopertis Regional IV in West Java and Banten that being found from the number of new student, graduates� academic quality and graduates� absorption at job market, caused by several factors. The writer conducted comprehensive research in regard to various factors of Source of Competitive Advantages, Marketing Strategies, Positional Advantage, and Marketing Performance by means of a survey of associated stakeholders comprising 215 heads of private universities by using stratified random sampling methods, 2150 students and 2150 societies including an application of descriptive analysis for qualitative variables and verificative analysis to examine the hypothesis through a structural equation model (SEM) with LISREL software. The results of research reveal that Source of Competitive Advantage have influence on Marketing Strategy. Source of Competitive Advantage and Marketing Strategy have influence on Positional Advantage. Source of Competitive Advantage,Marketing Strategy and Positional Advantage have influence on Marketing Performance.

Item Type: Article
Uncontrolled Keywords: sources of competitive advantage, marketing strategy, posi-tional advantage and marketing performance
Subjects: Jurnal Tercetak > Majalah Ilmiah UNIKOM
Divisions: Universitas Komputer Indonesia > Direktorat > Lembaga Penelitian dan Pengabdian Masyarakat
Depositing User: M.Kom Taryana Suryana
Date Deposited: 30 Nov 2016 09:19
Last Modified: 30 Nov 2016 09:19
URI: https://repository.unikom.ac.id/id/eprint/30385

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