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Zaenal Aripin
Univeristas Sangga Buana Bandung
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THE EFFECT OF MARKETING DUALITY ON PERFORMANCE: USING A RESPONSE SURFACE APPROACH TO OVERCOME EMPIRICAL BARRIERS Aripin, Zaenal; Ichwanudin, Wawan; Faisal, Ijang
Journal of Jabar Economic Society Networking Forum Vol. 1 No. 3 (2024): Jesocin - February
Publisher : Organisasi Kreatif Indonesia Emas

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Abstract

Marketing plays a crucial role in improving company performance. However, the relationship between marketing strategy and company performance is not always linear. The phenomenon known as the marketing duality effect shows the complexity in the interactions between marketing variables and company performance. To overcome the empirical obstacles associated with understanding duality effects, the response surface approach has been proposed as an effective analytical tool. This research aims to investigate the effects of marketing duality on firm performance and uses a response surface approach to overcome the related empirical obstacles. This study uses a qualitative descriptive analysis method to explore understanding of the effects of marketing duality and a quantitative response surface analysis method to model the relationship between marketing variables and company performance. The analysis shows that the duality effect of marketing has a significant impact on company performance, with interactions between marketing variables being complex and not always linear. By using a response surface approach, we can identify complex patterns in the relationships between marketing variables and company performance, and design more adaptive and responsive marketing strategies.
Co-Authors Achmad Noerkhaerin Putra Adang Haryaman Adi Suroso Agusiady, R. Ricky Alfian, Achmad Aristanto, Eko Asep Gunawan Ayu Amrita, Nyoman Dwika Budi Raharja , Arif Budi Raharja, Arif Debie K. R. Kalalo Dendi Nugraha Dianvayani, Giska Didin Saepudin Dwika Ayu Amrita, Nyoman Endang Fatmawati Endang Ruchiyat Ermeila, Sri Etty Sofia Mariati Asnar Faisal, Ijang Fakhry Amin Farida Yulianty Farida Yuliaty Fatmasari, Raden Roro Fitriana Fitriana Fitriana Fitriana Fitriana Fitrianti, Nida Garnida Gjosphink Putra Umar Sakka Gulo, Nurdelima Harto Necsen Linelejan Herry Achmad Buchory Ijang Faisal Indri Damayanti Indri Damayanti Kosasih Kosasih KOSASIH KOSASIH, KOSASIH Lili Adi Wibowo M. Syafarudin Mahaputra Mahaputra, M. Syafarudin Marasabessy, Maharani Regita Mariati Asnar, Etty Sofia Matriadi, Faisal Maya Ariyanti Muhammad Syahrul Hidayat Mulyani , Sri Rochani mulyani, sri rochani Ngurah Made Novianha Pynatih Nia Riana Nida Garnida Fitrianti Novianha Pynatih, Ngurah Made Nugraha, Ramlan Indra Nugroho, Taufan Padma Hanuun, Nazhira Nindya Padma Negara, M. Rizqi Palittin, Normayanti Prihat Assih Raden Roro Fatmasari Redjeki, Finny Riana, Nia Ricky Agusiady Ryan Aldiansyah Akbar Saepudin, Didin Salsabila, Unik Hanifah Sikki, Nurhaeni Sitanggang, Erikson Sjoraida , Diah Fatma Sri Ermeila Sri Rochani Mulyani Subeno, Fransiska Carmelia Suganda, Uce Karna Sugeng Haryanto Sunardi Sunardi Sunarjo Sunarjo Supriatna, Ucu SUSANTI Syahidin, Rukhiyat Syarif Hidayatullah Taufik Zulfikar Tekat Sukomardojo Tresnadi, Rama Ucu Supriatna Vip Paramarta Vip Paramarta Vip Paramarta Wawan Ichwanudin Wawan Ichwanudin Widjajanti Utoyo Yolistina, Anggun Yulianty, Farida