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Journal : the journal of educational development

EDUCATIONAL MIXED MARKETING STRATEGIES AND SUSTAINABLE COMPETITIVE ADVANTAGES IN MEDIATING THE INFLUENCE OF MARKETING ORIENTATION OVER MARKETING PERFORMANCE Muhsin, Muhsin; Slamet, Achmad; Wahyudin, Agus
The Journal of Educational Development Vol 5 No 2 (2017): June 2017
Publisher : The Journal of Educational Development

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Abstract

Currently, the Private Universities (PTS) Management faced with the problems of increasing demand from its stakeholders. On the one hand the fulfillment of quality demands and quality graduates is satisfactory, on the other hand, the resources owned by the PTS is limited. In addition, PTS is also faced with the issue of competition ever increasing harsh: low input, limited resources, especially human resource, and funding. Insufficient resources lead to lower service quality. Low service satisfaction and service quality provide a negative impact on the interest to select or enter PTS. Therefore, it demands a highly credible marketing orientation. Research on the influence of marketing orientation over marketing performance turned out to have a contradiction. Therefore, this study is focused on the variable of mediating mixed marketing strategies and sustainable competitive advantage so as to close the research gap in this study that will be analyzed structurally in order to result in further research. This study was divided into two, namely descriptive and inferential path analyses, employing the SPSS 21. The results showed that in fact the level of marketing orientation, the mixed marketing strategies, and the competitive advantage were in the adequate category, while the marketing performance was experiencing decreases. The results of the path analysis are as follows. The marketing orientation variable affects directly or indirectly (through a mixed marketing strategy and a sustainable competitive advantage) over the marketing performance. The suggestion from this study is the marketing orientation needs to be trained so that optimal impact on the quality of the mixed marketing strategy creates sustainable competitive advantage and improves marketing performance.
EDUCATIONAL MIXED MARKETING STRATEGIES AND SUSTAINABLE COMPETITIVE ADVANTAGES IN MEDIATING THE INFLUENCE OF MARKETING ORIENTATION OVER MARKETING PERFORMANCE Muhsin, Muhsin; Slamet, Achmad; Wahyudin, Agus
The Journal of Educational Development Vol 5 No 2 (2017): June 2017
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Currently, the Private Universities (PTS) Management faced with the problems of increasing demand from its stakeholders. On the one hand the fulfillment of quality demands and quality graduates is satisfactory, on the other hand, the resources owned by the PTS is limited. In addition, PTS is also faced with the issue of competition ever increasing harsh: low input, limited resources, especially human resource, and funding. Insufficient resources lead to lower service quality. Low service satisfaction and service quality provide a negative impact on the interest to select or enter PTS. Therefore, it demands a highly credible marketing orientation. Research on the influence of marketing orientation over marketing performance turned out to have a contradiction. Therefore, this study is focused on the variable of mediating mixed marketing strategies and sustainable competitive advantage so as to close the research gap in this study that will be analyzed structurally in order to result in further research. This study was divided into two, namely descriptive and inferential path analyses, employing the SPSS 21. The results showed that in fact the level of marketing orientation, the mixed marketing strategies, and the competitive advantage were in the adequate category, while the marketing performance was experiencing decreases. The results of the path analysis are as follows. The marketing orientation variable affects directly or indirectly (through a mixed marketing strategy and a sustainable competitive advantage) over the marketing performance. The suggestion from this study is the marketing orientation needs to be trained so that optimal impact on the quality of the mixed marketing strategy creates sustainable competitive advantage and improves marketing performance.
Co-Authors - FACHRURROZIE - Kardoyo ., Rusliyawati Abdullah Abdullah Abdullah, Vera Aceng Hidayat Achmad Slamet Adi Parman Rudia, La Ode Aditama, Kevin Muhammad Tegar Ady Rukma Afandi Afandi Afianingsih, Lia Afrilian, Riyaldi Rizki Agung Prabowo Agus Wahyudin Ahmad Marzuki Ahmad Nurkhin Ahmad Saeroji Ahmad, Sitti Wirdhana Alamsyah, M Farizal Alfa Faridh Suni Aminuddin, Amin Amirullah -, Amirullah Amran, Arman Anastasia, Vivian Andari, An An Andi Sukainah Andi Warisno Anggara, Aditya Anggraeni, Mitha Heriyanti Anita Anita Ansori, Afif Anwar, Moh. Khoerul Anwar, Muhammad Faishol Apriliani, Reski Ardiansyah, Ade Arifa, Shinta Nur Ary Fidayatul Ikhsani, Ary Fidayatul Aryanti, Yunita Dwi Awalya Awalya, Awalya Ayu Puspitasari, Ayu Azlia Latae Badawi, Hendry Badiana, Badiana Badrut Tamam Bahari, Mustajab Baiq Santi Rengganis Budiyono, Bambang Bun, Thalia Felinchia Manisha Cahyati, Rosi Annisa Damayanti, Griselda Desyana, Gita Dewi, Ana Solekhati Diah, Muhammad Diani Ayu Pratiwi Djuanda Djuanda, Djuanda Djunita Permata Indah Drajat, Siti Rafiah Dwi Yuwono Puji Sugiharto, Dwi Yuwono Puji DYP Sugiharto, DYP Efendi, Maulana Noor Eka Daryanto, Eka Eka Intan Kumala Putri Elok Heniwati Erlan Darmawan Fadhila, Hanum Istiqomah Azhar Fadia, Fadia Fadjrin, Martha Amelia Fahira, Tika Fahrur Rozi Fajaruddin, Fajaruddin Fakhruddin Fakhruddin Fauzi Yusuf, Fauzi Fauzi, Andi Akhmad Fauzi, Muhamad Kurniawan Febrianti, Nadia Firdaus Muhammad, Firdaus Fitri Wahyuni Gani, Azhari Gymnastiar, Danar Hakimah, Sayyidah HALIM, Ardinny Berlian Hambali, Abdullah Hamidah . Hamzani, Umiaty Handi Brata Hariani, Evi Haris, Ramli Harpidalinda, Sopia Harsono Harsono Haryono Haryono Hasan Mukhibad Hasma Hasma Hasni Rahmawati, Hasni Hasriadi, Hasriadi Hayati, Fitria Helisa Noviarty Helmi, Syarif M. Heniawati, Elok Herdiana, Herdiana Hermawan, Yudi Herningsih, Herningsih Hesti Wijayanti Hidayah, Ari Fatihatul Hobar, Abdul Idzni, Nurul Ikhsan , Syarbini Ikhsan, Syarbini Ilhamdi, Mohammad Liwa Imam Mawardi Imron Imron, Imron Indrawati1, Indrawati Inge, Ihgnasia Inggar Linggarweni, Baiq Irawan, Ikbal Irni Sri Cahyanti Irsan Irsan Irsyam, Irsyam Ismiyati Ismiyati J Juniar, Dera Vila Jamaluddin Jamaluddin Jamri, Jamri Jarot Tri Bowo Santoso Joko Sutarto Juanda Astarani Judrah, Muh. Judrah Julianti Julianti, Julianti Kaimuddin Kaimuddin, Kaimuddin Kamil, Muhammad Firdaus Kardila, Fika Karpriana, Angga Permadi Karya, Adi Ketut Karno, Ketut Karno Khairil Anwar Khalik, Muhammad Fihris Khoironi, Riadina Khristina Yunita Kusumantoro Kusumantoro, Kusumantoro L, Eva Dwi Lam, Do Mai M, Nurlailah M. Irfani Hendri Ma’shumah, Fitriatul Maghfirah, Desi Maharani, Deswinta Mahfudz, Muhsin Mahmuddin Mahmuddin Maidah, Anik Nur Maimun Syukri, Maimun Mariana Mariana Mathar, Moch. 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