KOMPETENSI INTI DAN STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN KEUNGGULAN BERSAING SERTA DAMPAKNYA TERHADAP KINERJA PEMASARAN DAN PROFITABILITAS PADA PERUSAHAAN JASA TELEKOMUNIKASI
| Main Author: | Chumaidiyah, Endang |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | ind |
| Terbitan: |
Universitas Padjadjaran
, 2013
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| Online Access: |
http://jurnal.unpad.ac.id/ijeb/article/view/2689 |
Daftar Isi:
- The research aims at examining the influence of core competencies and marketing mix strategy toward competitive advantage and their impact on marketing performance and profitability in the telecommunication service companies.The frame of research focuses on the company's core competencies and marketing mix strategy which comprise of two main factors that assumingly have potentials to increase company’s competitive advantage. The research method used is descriptive research and verification. The survey was conducted on the telecommunication service companies headquartered in Jakarta and Bandung, taking sample of 84 companies as respondents. The method of analysis used is path analysis.The research show that the core competencies and marketing mix strategy have influence both simultaneously and partially as well as both directly and indirectly on profitability through competitive advantage and marketing performance. The research findings shows that the core competencies and marketing mix strategy have significant role to increase the competitive advantage, and furthermore influencing the marketing performance and the profitability of the companies