Role of Marketing Orientation and Marketing Assets in Improving Sustainable Business Performance of Private Colleges in Maluku

Stenly Salenussa (), Indrianty Sudirman, Dian As Parawansa and Musran Munizu
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Stenly Salenussa: Christian University of Indonesia Maluku
Indrianty Sudirman: Hasanuddin University
Dian As Parawansa: Hasanuddin University
Musran Munizu: Hasanuddin University

A chapter in Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022), 2023, pp 681-689 from Springer

Abstract: Abstract This research is conducted specifically on private universities in the province of Maluku, to encourage an increase in the interest of new students entering the next academic year period. From the observations, there is a significant decrease in student interest in entering private universities in Maluku. This research is a quantitative research with the objective of testing the influence of the independent variable which is symbolized by X and consists of X1 of marketing orientation and X2 of marketing assets towards the dependent variable which is symbolized by Y, namely business sustainability. The test results show that the marketing orientation variable has an influence of 4.711 on business sustainability and marketing assets has an influence of 5.241 on business sustainability. The samples collected are 100 respondents from various private universities, colleges, academics and polytechnics in Maluku. Thus, if universities, especially private universities in Maluku, want to maintain their business sustainability, things that need to be considered are determining marketing orientation and utilizing marketing assets in their respective institutions.

Keywords: Marketing Orientation; Marketing Assets; Business Sustainability (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-146-3_64

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DOI: 10.2991/978-94-6463-146-3_64

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