ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEUNGGULAN BERSAING UNTUK MENINGKATKAN KINERJA PERGURUAN TINGGI SWASTA (PTS) PADA UNIVERSITAS DI JAKARTA BARAT

Abstract

Abstract. High competition among Private Higher Education at Private
Universities in West Jakarta requires competitive advantage and thereby enhances
performance of Private Higher Education as seen from the number of student
achievement. This research was done by developing a model to examine and
analyze the effect of market orientation, program innovation, environmental
adaptability, promotion, and reputation on competitive advantage. The population
in this research is the head of study program as well as the structural officer of
Private University in West Jakarta and the sample taken is 123. Instrument
analysis of data used is Structural Equation Modelling (SEM) in AMOS 21.0
program. The result shows that market orientation, program innovation,
promotion, and reputation has positive and significant effect on competitive
advantage. Similarly, competitive advantage also has positive and significant
effect on performance of Private Higher Education. Environmental adaptability
has only positive but not significant effect on competitive advantage.The most
dominant factor affecting competitive advantage is reputation. This research states
a policy that needs to be done is focusing on the application of reputation,
program innovation, market orientation, and promotion to achieve competitive
advantage in enhanching performance of Private Higher Education.
Keywords: competitive advantage, environmental adaptability, market
orientation, program innovation, promotion, performance, reputation.