ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KINERJA PEMASARAN MELALUI KEUNGGULAN BERSAING (STUDI KASUS PADA CABANG-CABANG PEMBANTU BANK PEMBANGUNAN DAERAH JAWA TENGAH)

Abstract

ABSTRACT The companies that had competitive advantage will have capability to reach the ideal performance. Therefore, the companies use their resources to create competitive advantage. Those resources are tangible resources, intangible resources and skills. The purpose of this research was to analyst factors that influence competitive advantage and how those factors influence marketing performance. The basic argument of this research was the ability of resources and skills that used to create competitive advantage and marketing performance. The population of the research was managers of representative branch office Bank BPD Jateng with census method was applied for this research. Data analysis using Path Analysis Method (Structural Equation Model) that operated by SPSS and AMOS 4.0 program. Results of this research were tangible resources variable, intangible resources variable, skills variable had positive influence to competitive advantage, and competitive advantage had positive influence to marketing performance. This result could be evidence the hypotheses arranged and support the prior researches. Theoretical and managerial policy implications were resulted as part of research conclusion. Research limitation and future research agenda were presented for research considerable on the future. Keywords: tangible resources, intangible resources, skills, competitive advantages, marketing performance.