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All Journal JURNAL SAINS PEMASARAN INDONESIA Tata Arta
Citra Ajeng Isywari, Citra Ajeng
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Economics, Econometrics & Finance Education

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Journal : JURNAL SAINS PEMASARAN INDONESIA

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BUILDING MARKETING PERFORMANCE THROUGH COMPETITOR ORIENTATION (Empirical Study on Baitul Maal wat Tamwil at Ex-Residency of Semarang) Isywari, Citra Ajeng; Ferdinand, Augusty Tae; Indriani, Farida
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 17, No 2 (2018): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (399.247 KB) | DOI: 10.14710/jspi.v17i2.140-151

Abstract

This research specifically examines the effect of competitor orientation on marketing performance through service value co-creation quality, service innovation capability and service value proposition. The object of this research is Baitul Maal wat Tamwil (BMT) in ex-Residency Semarang, Central Java, Indonesia. This research is analyzed with Structural Equation Model (SEM) using AMOS software. Based on the result of the research, it can be concluded that competitor orientation positively and significantly can affect the service value co-creation quality and service innovation capability owned by BMT. Service value co-creation quality positively and significantly can affect the service innovation capability and marketing performance of BMT. Service innovation capability positively and significantly influences the service value proposition and service value proposition positively and significantly can influence BMT’s marketing performance.
Co-Authors Augusty Tae Ferdinand Dini Octoria Farida Indriani Siswandari -