KOMPETENSI INTI DAN STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN KEUNGGULAN BERSAING SERTA DAMPAKNYA TERHADAP KINERJA PEMASARAN DAN PROFITABILITAS PADA PERUSAHAAN JASA TELEKOMUNIKASI

Abstrak

The research aims at  examining the influence  of core competencies and marketing mix strategy toward competitive advantage and their impact on marketing performance and profitability in the telecommunication service companies.

The frame of research  focuses  on the company's core competencies  and marketing mix strategy which comprise of two  main factors that assumingly have potentials to increase  company’s competitive advantage. The research method  used is descriptive research and verification. The survey was conducted  on the telecommunication  service companies headquartered  in  Jakarta  and Bandung, taking sample of 84 companies  as respondents.  The method of analysis used is path analysis.

The research  show that  the core competencies and marketing mix strategy  have influence both  simultaneously and partially as well as both directly and indirectly on profitability through competitive advantage and marketing performance. The research findings shows  that the core competencies and  marketing mix strategy have significant role to increase the competitive advantage, and furthermore influencing the marketing performance and the profitability of the companies