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Muhsin Muhsin
Pendidikan Ekonomi FE Unnes
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Journal : The Journal of Educational Development

 1 
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 - Kardoyo ., Rusliyawati Aceng Hidayat Achmad Slamet Adi Parman Rudia, La Ode Aditama, Kevin Muhammad Tegar Ady Rukma 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 Anastasia, Vivian Andari, An An Andi Sukainah Andi Warisno Anggraeni, Mitha Heriyanti Anita Anita Ansori, Afif Anwar, Moh. Khoerul Anwar, Muhammad Faishol Ardiansyah, Ade Arifa, Shinta Nur Ary Fidayatul Ikhsani, Ary Fidayatul Aryanti, Yunita Dwi Awalya Awalya, Awalya Ayu Puspitasari, Ayu Azlia Latae Badiana, Badiana Badrut Tamam Bahari, Mustajab Baiq Santi Rengganis Budiyono, Bambang Cahyanti, Irni Sri Cahyati, Rosi Annisa Damayanti, Griselda Dewi, Ana Solekhati Diah, Muhammad Diani Ayu Pratiwi Djuanda Djuanda, Djuanda Djunita Permata Indah 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 Fitri Wahyuni Gani, Azhari Hakimah, Sayyidah Hambali, Abdullah Hamidah . Hamsyuni, M Hamzani, Umiaty Handi Brata Hariani, Evi Haris, Ramli Harpidalinda, Sopia Haryono Haryono Hasan Mukhibad Hasma Hasma Hasni Rahmawati, Hasni Hayati, Fitria Helmi, Syarif M. Heniawati, Elok Herdiana, Herdiana Hermawan, Yudi Herningsih, Herningsih Hesti Wijayanti Hidayah, Ari Fatihatul Hobar, Abdul Idzni, Nurul Ikhsan, Syarbini Imam Mawardi Imron Imron, Imron Indrawati1, Indrawati Inge, Ihgnasia Inggar Linggarweni, Baiq Irawan, Ikbal Irsan Irsan Ismiyati Ismiyati J Juniar, Dera Vila Jamaluddin Jamaluddin Jamri, Jamri Joko Sutarto Juanda Astarani Judrah, Muh. Judrah Julianti Julianti, Julianti Kamil, Muhammad Firdaus Karpriana, Angga Permadi Karya, Adi Khairil Anwar 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 Maidah, Anik Nur Mariana Mariana Marwati - Muadin, Akhmad Mubarok, Sasongko Irham Muchammad Eka Mahmud, Muchammad Eka Muhammad Saleh Muhammad Yusuf Muhtolib, Muhtolib Mulyana Saputri, Rahayu Mustika, Ira Grania Nadia, Dayang Nawawi, Sultan Neni Mersita, Neni Nilla Rachmaningrum Nirmawati, Nirmawati Novanty, Ine Noviani, Elisabet Dwi Novita Anggrahini, Dhela Novita, Dwi Nulhakim, Ihsan Nuqta, Husnul Khatimah Nur Arfa Yanti Nur Jannah Nurafiah, Nurafiah Nuralisa, Alis Nurfadillah Nurfadillah Nurhasanah, Ikeu Nuriman Nuriman, Nuriman NURLAELA NURLAELA Nurlailah Mappanganro Nurmawati Nurmawati Nurul Huda Nurwahid, Fadla Nurwijayanti Nuur, Khaerun Nisa Onisimus Amtu Padlan, Muhammad pamungkas, damar purba Permana, Dian Fithra Pratama, Diandra Ayu Pratama, Nanda Saputra Pratiwi, Rhomadani Sinta Pusaka, Semerdanta Putri, Azelia Hidayati Rafles Ginting Rahardi, Wira Rahmayani, Alfia Ramadanti, Indah Rasban, Sadali Rosadi, Narita Amni Rosmala Dewi Rosnelli, Rosnelli Rudi Kurniawan Rudy Kurniawan Ruffiah, Ruffiah Rusdarti - Rynandi, Oscar S Martono Saharuddin Barasandji Saharuddin Barsandji Sahruddin Barasandji Santoso, Larisa Elga Amalia Santoso, Rizal Budi Saputri, Eka Dewi Sari Rusmita Sari, Apriani Kartika SATRIYAS ILYAS Selamat Triono, Selamat Sergius Lay Sibagariang, Susy Alestriani Sihite, Perdana Liansyah Siti Jamilah Sonia Sonia, Sonia Sopacua, Fanry Julius Sopacua, Fanry Julius Sri Ambardini Sri Suryanta Sri Syabanita Elida Sucihatiningsih Dian Wisika Prajanti Sugeng, Santoso Sulistyawan, Vera Noviana Sumiadji - Suryantini Suryantini Sutiawati, Siti Sutijah, Sutijah Syah, Muhamad Azwar Syariffuddin Syariffuddin T Teviana Tengku Riza Zarzani N Triana, Dinda Umar Umar Umyana, Ayu Uswatun Hasanah Vinorita, Devi Vitriyan Espa Wahyuningsih Wahyuningsih Wandi, Wandi Warni, Anggita Warni, Anggitia Warul Walidin Wati, Ayu Karunia Wijayanti, Dewanti Citra Wulan Sari, Tirta Indah YANTO YANTO Yayuk Sri Rahayu Yessika Nurmasari, Yessika Yuda Prawira Kusuma, Yuda Prawira Zamroni Zamroni Zayani, Nur Ainun Zuhri, Syaifuddin Zulekha, Siti Zulfiana, Ida