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Data Publikasi Jurnal - Tahun 2016

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Role Of Image In Marketing Performance Odel Supported By Marketing Communication And Company Social Responsibility

Author

Prof. Dr. Ir. H. Eddy Soeryanto Soegoto, MT

Abstrak

Banking industries have not been effective yet in implementing marketing communication and company social responsibility programs. The establishment of image has not been done effectively yet; accordingly marketing performance cannot be implemented as it is expected. This research was done in the banking industries at Bandung City with sample as much as 42 banking industries drawn using a random sampling method. Tha analysis procedure used Structural Equation Modeling based on Partial Least Square. This study generates a new model different with the previous researches where marketing communication and company social responsibility programs do not affect directly on the banking industries’ marketing performance. Nevertheless the image affect the marketing performance moderately. In conclusion, banking industries’ marketing performance can be maximal when the marketing communication is implemented effectively and the company social responsibility is implemented conducively in order to shape positive image.

Nama Jurnal

University Merdeka Malang
Volume 20 Nomor 1

URL

https://smartlib.umri.ac.id/assets/uploads/files/5155c-eddy-soeryanto-soegoto.pdf

DOI

Positioning Excellencebased Model Of Business Performance Supported By Market Orientation And Organization Innovation Among The Small And Medium Scale In Binong Jati Knitting

Author

Prof. Dr. Ir. H. Eddy Soeryanto Soegoto, MT

Abstrak

To keep sustaining in the high competition, the small and medium scale enterprises (SME) must be able to know the customer’s needs and wants. The SME having the market orientation will completely fulfill what the customers want considering that market orientation is the commitment of the SME business actors to give the additional values for the customers. It is demanded to support the organization innovation in order that it can create the positioning excellence of the enterprise expected to determine the business performance. The goal of the research is to test a business performance model by taking into account the positioning excellence supported by market orientation and organization innovation. The method used in this research is descriptive and explanatory method, using the craftsmen in Binong Jati Knitting Centre as the research sample consisting of 203 craftsmen. The statistical analysis used was serqual Equation Model with Lisrel 8,7 program. The result of the research shows that in the operation the business actors of Binong Jati Knitting SME pay little concern toward the market orientation in conducting their business; the business actors in general have not owned the innovative enterprises shown by the product innovation and the innovation in management process; the business actors have been able to place their e-Business in the high positioning excellence. Meanwhile, the business performance of Binong Jati Knitting SME is not proper yet especially in the point of sales, profits, and market share achieved; the positioning excellence is influenced significantly positive by the market orientation and organization innovation. In the effort to improve the business performance, SME is recommended to implement the model simultaneously.