Email this article 
ORIENTASI PASAR DAN PERAN AUDIT PEMASARAN DALAM MEMBANGUN KINERJA DAN DAYA SAING PERGURUAN TINGGI SWASTA
Abstract
Lingkungan pasar pendidikan tinggi yang dinamis dan persaingan yang semakin intensif menjadi tantangan bagi PTS untuk dapat mempertahankan daya saing. Seiring dengan persaingan yang semakin intensif dalam pasar pendidikan tinggi, peran pemasaran menjadi semakin penting. Penelitian ini bertujuan untuk menguji pengaruh implementasi audit pemasaran dan orientasi pasar terhadap daya saing PTS, dengan menggunakan kinerja sebagai variabel mediasi. Survei dilakukan terhadap 178 pimpinan PTS yang mewakili 58 PTS di LLDIKTI Wilayah III DKI Jakarta. Metode analisis yang digunakan adalah Structural Equation Modelling - Lisrel. Hasil penelitian menunjukkan audit pemasaran dan orientasi pasar secara langsung tidak berpengaruh terhadap daya saing, namun secara tidak langsung berpengaruh positif dan signifikan terhadap daya saing PTS melalui pengaruhnya terhadap kinerja. Hasil ini memberi rekomendasi bagi para pimpinan PTS untuk meningkatkan intensitas dan kualitas implementasi audit pemasaran dan level orientasi pasar agar kinerja meningkat. Seiring dengan meningkatnya kinerja baik kinerja akademik maupun manajemen, maka daya saing akan meningkat. Secara empiris, hasil penelitian ini menunjukkan bahwa para pimpinan PTS menilai terdapat peran penting audit pemasaran dan orientasi pasar dalam meningkatkan kinerja dan daya saing.
Keywords
Full Text:
PDFReferences
Abu Jarad, I., Yusof, N., & Wira Mohd Shafiei, M. (2010). “The organizational performance of housing developers in Peninsular Malaysia”. International Journal of Housing Markets and Analysis, 3(2), 146–162. https://doi.org/10.1108/17538271011049768
Akben-Selcuk, E. (2016). “Factors Affecting Firm Competitiveness: Evidence from an Emerging Market”. International Journal of Financial Studies, 4(2), 9. https://doi.org/10.3390/ijfs4020009
Akhmadi, Hari. (2008). “800 PTS Gulung Tikar”. Kompas. http://www.kompas.com/ read/xml/2008/08/01/10552722/800.pts.gulung.tikar (Accessed 15 January 2015).
Algarni, A. M. M., & Noraini Abu Talib. (2014). “A Framework of Measuring the Impact of Market Orientation on the Outcome of Higher Education Institutions Mediated by Innovation”. International Review of Management and Business Research, 3(2), 607–624.
Al-Nsour Iyad Abed Al-Fattah. (2017). “Impact of Applying the Marketing Control on the Competitive Position for Dairy Companies in Saudi Arabia”. Journal of Business & Economic Policy, 4(2) 79-96.
Ambastha, A., & Momaya, K. (2004). “Framework for Competitiveness”. Singapore Management Review, 26(1), 45–61.
Anatan, L. & Ellitan, L. (2007). Manajemen Sumber Daya Manusia Dalam Bisnis Modern. Alfabeta. Bandung
Armstrong, Claire, Patrick C. Flood, James P. Guthrie, Wenchuan Liu, Sarah MacCurtain, & Thadeus Mkamwa. (2010). “The impact of diversity and equality management on firm performance: Beyond high performance work systems”. Human Resources Management, 49(6), 977-998. https://doi.org/10.1002/hrm.20391
Bagozzi, R. P., & Yi, Y. (1988). “On the evaluation of structural equation models”. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
Baker, W. E., & Sinkula, J. M. (2005). “Market orientation and the new product paradox”. Journal of Production Innovation Management. (3), 483–502. https://doi.org/10.1111/j.1540-5885.2005.00145.x
Barney JB (1997). Gaining and Sustaining Competitive Advantage. Addison-Wesley: Reading, MA
Bharadwaj, S.G., Varadarajan, P.R., & Fahy, J. (1993). “Sustainable competitive advantage in service industries: A conceptual models and research propositions”. The Journal of Marketing, 57, 83-99. https://doi.org/10.2307/1252221
Carmona Olmos, G. H. (2012). “Hospitality Competitiveness Measurement System”. Journal of Global Business & Technology, 8(2), 29–37.
Cho, J., & Dansereau, F. (2010). “Are transformational leaders fair? A multi-level study of transformational leadership, justice perceptions, and organizational citizenship behaviors”. Leadership Quarterly, 21(3), 409–421. https://doi.org/10.1016/j.leaqua.2010.03.006
Ellis, Paul D. (2006). “Market Orientation and Performance: A Meta‐Analysis and Cross‐ National Comparisons”. Journal of Management Studies, 43(5), 1089-1107. https://doi.org/10.1111/j.1467-6486.2006.00630.x
Esteban, Á., Millán, Á., Molina, A., & Martín‐Consuegra, D. (2002). “Market orientation in service: A review and analysis”. European Journal of Marketing, 36(9/10), 1003–1021. https://doi.org/10.1108/03090560210437307
Fahad, A. Al, Rahman, A., Mahmud, A., Miah, R., & Islam, U. H. (2015). “Marketing Audit A Systematic and Comprehensive Marketing Examination”. International Journal of Scientific & Technology Research, 4(7), 215–221.
Feurer, R. & Chaharbaghi, K. (1994). “Defining competitiveness: a holistic approach”. Management Decision, 32(2), 49–58.
Gădău, L. (2017). “Marketing Audit and Its Importance in Achievement of Marketing Objectives of a Company”. Journal of Advanced Research in Management (JARM), VIII (1(15)), 38–43. https://doi.org/10.14505/jarm.v8.1(15).04
Gavrea, C., Liviu Ilieş, & Roxana Stegerean. (2011). “Determinants of Organizational Performance: the Case of Romania”. Management & Marketing Challenges for the Knowledge Society, 6(2), 285–300.
Ghalayini, A.M. & Noble, J.S. (1996). “The changing basis of performance measurement”. International Journal of Operations & Production Management,6(8), 63-80.
Githaiga, Rebecca W., Namusonge, GS., & Kihoro, JM. (2016). “Marketing Strategies Adoption and Competitiveness of Micro and Small Enterprises in Food Processing Sub-Sector: An Empirical Review”. Journal of Humanities and Social Science (IOSR-JHSS), 21(2/1), 18-22. https://doi.org/10.9790/0837-21211822.
Grant, Robert M., (1991). “The resource-based theory of competitive advantage: implications for strategy formulation”. California Management Review, 33 (3),114-135.
Hair JF JR, Anderson RE, Tatham RL. & Black WC. 2006. Multivariate Data Analysis. 6th ed. Pearson Educational, Inc. New Jersey.
Hammond, K. L., Webster, R. L., & Harmon, H. A. (2006). “Market orientation, top management emphasis, and performance within university schools of business: Implications for universities”. Journal of Marketing Theory and Practice, 14(1), 69–85. https://doi.org/10.2753/MTP1069-6679140105
Harwani, Y., Suharjo, B., Nurmalina, R., & Suprayitno, G. (2018). “Minat Pemilihan Perguruan Tinggi dan Peran Kelompok Referensi serta Komunikasi Pemasaran Terintegrasi”. MIX: Jurnal Ilmiah Manajemen, 8(2), 186-207. https://doi.org/10.22441/mix.2018.v8i2.001
Hayati, N., & Rukhviyanti, N. (2016). “Leadership Capability for Market Orientation and Learning Orientation and Its Impact on the Institution Performance and Competitiveness: A Case of STIE Indonesia”. Procedia - Social and Behavioral Sciences, 219, 291–298. https://doi.org/10.1016/j.sbspro.2016.04.033
Hinterhuber, Andreas. (2013). “Can Competitive Advantage Be Predicted? Towards a Predictive Definition of Competitive Advantage in the Resource-based View of the Firm”. Management Decision. 51(4), 795-812. https://doi.org/10.1108/00251741311326572.
Hussain, J., Abbas, Q., & Khan, M. A. (2017). “Entrepreneurial Orientation and Performance: The Moderating Effect of Market Orientation”. Journal of Management Sciences, 7(1), 9–19.
Indiyati, D. (2016). “The significance of competitive advantage at universities in Indonesia”. Review of Integrative Business & Economics Research, 5(2), 226–239.
Jaworski, B.J., Kohli, A.K. (1993). “Market Orientation: Antecedents and Consequences”. Journal of Marketing. 57: 53-70.
Kannan, V. R., & Tan, K. C., (2010). “Supply chain integration: a cluster analysis of the impact of Span of integration”. Supply Chain Management: An International Journal, 15(3), 207-15.
Kaplan, R. S., & Norton, D. P. (1992). “The Balanced Scorecard - Measures That Drive Performance”. Harvard Business Review, January-February.
Kementerian Riset Teknologi dan Pendidikan Tinggi Republik Indonesia. (2018). Statistik Pendidikan Tinggi. Jakarta.
Kirca, Ahmet H., Jayachandran, S. & Bearden, W.O. (2005). “Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance”. Journal of Marketing, 69, 24–41.
Kohli, Ajay K., & Jaworski, Bernard J. (1990). “Market Orientation: The Construct, Research Propositions, and Managerial Implications”. Journal of Marketing. 54:1-18.
Kotler, P., Gregor, W., & Rodgers III, W. (1989). “The Marketing Audit Comes of Age”. Sloan Management Review, 30(Winter), 49–62.
Kotler, P. (2005). “The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought”. Journal of Public Policy & Marketing, 24 (1), 114–116.
Kotler, P., & Keller K.L. (2009). Marketing Management. 13th edition. Pearson International Edition. New Jersey.
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). “Is market orientation a source of sustainable competitive advantage or simply the cost of competing?” Journal of Marketing, 75(1), 16–30. https://doi.org/10.1509/jmkg.75.1.16
Kuncoro, M. (2005). Strategi Bagaimana Meraih Keunggulan Kompetitif. Penerbit Erlangga. Jakarta.
Labas, I., Darabos, E., & Nagy, T.O. (2018). “Competitiveness-higher education”. Studia Universitatis Vasile Goldis Arad-Economics Series, 26(1), 11–25. https://doi.org/10.1515/sues-2016-0002
Lambin, JJ. (2000). Market-Driven Management. Strategic and Operational Marketing. McMillan Business. London.
Liao, S. H., Chang, W. J., Wu, C. C., & Katrichis, J. M. (2011). ”A survey of market orientation research (1995-2008)”. Industrial Marketing Management, 40(2), 301–310. https://doi.org/10.1016/j.indmarman.2010.09.003
Lipnicka, D., & Dado, J. (2013). “Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View)”. Journal of Competitiveness, 5(4), 26–42. https://doi.org/10.7441/joc.2013.04.02
Long, H. C. (2013). “The Relationship Among Learning Orientation, Market Orientation, Entrepreneurial Orientation, and Firm Performance of Vietnam Marketing Communications Firms”. Philippine Management Review, 20, 37–46.
Lowry, P. B., & Gaskin, J. (2014). “Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it”. IEEE Transactions on Professional Communication, 57(2), 123–146. https://doi.org/10.1109/TPC.2014.2312452
Loya, A. (2011). “Marketing Audit- an Important Tool To Determine Strengths and Weaknesses of the Companies”. International Journal of Multidisciplinary Management Studies, 1(2), 1–17.
Markić, D. (2014). “A Review on the Use of Performance Indicators in the Public Sector”. TEM Journal,3(1),22–28.
McNaughton, R. B., Osborne, P., & Imrie, B. C. (2002). “Market‐oriented value creation in service firms”. European Journal of Marketing, 36(9/10), 990–1002. https://doi.org/10.1108/03090560210437299
Mohamed, J. A., & Gichinga, L. (2018). “Effects of Competitive Strategies on Organizational”. IJRDO-Journal of Applied Management Science, (4), 9–32. https://doi.org/10.13140/RG.2.2.34157.84969
Mokoena, B. A., Africa, S., Dhurup, M. R., & Africa, S. (2017). “Effect of Market Orientaion and Barriers to Market Orientation on University Performance: A Study of Universities of Technology in South Africa”. International Business & Economic Research Journal, 16(1), 17-30.
Morgan, N. A., Clark, B. H., & Gooner, R. (2002). “Marketing productivity, marketing audits and systems for marketing performance assessment – Integrating multiple perspectives”. Journal of Business Research, 55(5), 363-375. https://doi.org/10.1016/S0148- 2963(00)00162-4
Narver, J. C., & Slater, S. F. (1990). “The Effect of A Market Orientation on Business Profitability”. Journal of Marketing, 54, 20–35.
Nayebzadeh, S. (2013). “Market Orientation: A New Model”. Journal of Basic and Applied Scientific Research, 3(1), 472–483.
Parmerlee, David. (2010). Auditing Markets, Products, and Marketing Plans. NTC Business Books. McGraw-Hill. https://doi.org/10.1036/0071392033.
Pokorná, J., & Cástek, O. (2013). “How to measure organizational performance in search for factors of competitiveness”. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 61(2), 451–461. https://doi.org/10.11118/actaun201361020451
Porter, M.E. (1990). “The Competitive Advantage of Nations”. Harvard Business Review. March-April: 73-91.
Prajogo, D. I., & McDermott, C. M. (2011). “The relationship between multidimensional organizational culture and performance”. International Journal of Operations and Production Management, 31(7), 712–735. https://doi.org/10.1108/01443571111144823
Purwanto, S. K., Hubeis, A. V, Affandi, M. J., & Dharmawan, A. H. (2011). “Peranan Sumber Daya Manusia Dalam Membangun Daya Saing Perguruan Tinggi”. Psikobuana, 3(2), 73–83.
Rakhimbekova, A. (2014). “Competitiveness of healthcare institutions in the Republic of Kazakhstan: Theory, evaluation methods, development mechanism”. Actual Problems of Economics, 156(6), 246–251.
Ramayah, T., Samat, N., & Lo, M. C. (2011). “Market orientation, service quality and organizational performance in service organizations in Malaysia”. Asia-Pacific Journal of Business Administration, 3(1), 8–27. https://doi.org/10.1108/17574321111116379
Ramoniene, L., & Lanskoronskis, M. (2011). “Reflection of higher education aspects in the conception of national competitiveness”. Baltic Journal of Management, 6(1), 124–139. https://doi.org/10.1108/17465261111100932
Ruey-Gwo, C. & Chieh-Ling, L. (2007). “The relationship between leadership behavior and organizational performance in non-profit organizations, using social welfare charity foundations as an example”. Journal of American Academy of Business, 12(1),83-88
Saeed M. A. Y., Bekhet H. A., & Dhar B. K. (2017). “Constructing Model to Explore the Influence of Marketing Audit on Organizational Performance”. Australian Journal of Basic and Applied Sciences, 11(15), 83–90. https://doi.org/10.22587/ajbas.2017.11.15.12
Shaikh, B. (2015). “Market Orientation : A Theoretical Review of Literature”. Business Dimension, 2(5), 161–170.
Setiawan, A. (2016). “Pengaruh Kinerja SDM Dan Efektifitas CBIS Terhadap Daya Saing”. Riau Journal of Computer Science, 2(2), 17–28.
Sheth, J.N. & Sisodia, R.S. (2002). “Marketing Productivity: Issues and Analysis”. Journal of Business Research. 55(5), 349-362.
Soelaksono, T., Sudiro, A., & Rahayu, M. (2018). “The Influence of Capability Managerial on Competitiveness of the Company through the Planning Strategy, Investment, Innovation and Performance of the Company (a Study on Corporate Manufacturing Industry Group B Medium Sized Territory Gerbang Kertosusila”. International Review of Management and Marketing, 8(2), 22–32.
Stefan, S. C., Popa, I., & Dobrin, C. O. (2016). “Towards a model of sustainable competitiveness of health organizations”. Sustainability (Switzerland), 8(5). https://doi.org/10.3390/su8050464
Štimac, H., & Šimić, M. L. (2012). “Competitiveness in higher education: A need for marketing orientation and service quality”. Economics and Sociology, 5(2), 23–34. https://doi.org/10.14254/2071-789X.2012/5-2/2
Taghian, M., & Shaw, R. N. (2008). “The marketing audit and organizational performance: An empirical profiling”. Journal of Marketing Theory and Practice, 16(4), 341–349. https://doi.org/10.2753/MTP1069-6679160406
Tjiptono F. & Chandra, G. (2012). Pemasaran Strategik. Edisi 2. C.V. Andi Offset. Yogyakarta.
Tomal, D. R., & Jones, K. J. (2015). “a Comparison of Core Competencies of Women and Men Leaders in the Manufacturing Industry”. The Coastal Business Journal, 14(1), 13–26.
Tsiotsou, R. H., & Vlachopoulou, M. (2011). “Understanding the effects of market orientation and e-marketing on service performance”. Marketing Intelligence and Planning, 29(2), 141–155. https://doi.org/10.1108/02634501111117593
Wang, C.-H. (2015). “The Impact of Market Orientation on Innovation Performance: Does Service Innovation Matter?” Journal of Business Studies Quarterly, 6(3), 77.
Webster, R., Hammond, K., & Harmon, H. (2006). “A Study of Market Orientation in American Business Schools”. Academy of Marketing Studies Journal, 10(2), 9-22.
Wirot, Wayah S. (2008). 800 PTS Gulung Tikar. Kompas.com - 01/08/2008, 10:55 WIB Jakarta. (diakses tgl 28 Juni 2018 pukul 07.30)
Wu, W. K., Chen, H. C., & Huang, Y. X. (2015). “Antecedents and consequences of marketing audits: Empirical evidence from Taiwanese firms”. Asia Pacific Management Review, 20(3), 156–164. https://doi.org/10.1016/j.apmrv.2014.09.001
Zebal, M. A., & Goodwin, D. R. (2012). “Market orientation and performance in private universities”. Marketing Intelligence and Planning, 30(3), 339–357. https://doi.org/10.1108/02634501211226302
DOI: http://dx.doi.org/10.22441/mix.2020.v10i3.001
Refbacks
- There are currently no refbacks.
MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328
Editor's Address:
Magister Management Department, Universitas Mercu Buana.
Tedja Buana Building 4th Floor.
Jl. Menteng Raya No. 29, Jakarta 10340.
The Journal is Indexed and Abstracting by:
1.png){kind=logo}