PENGARUH SUMBERDAYA BERWUJUD TERHADAP KINERJA PEMASARAN YANG DIMEDIASI OLEH KEUNGGULAN BERSAING STUDI PADA BANK TABUNGAN NEGARA KOTA BAUBAU

Sukrin Sukrin(1), Ilham Ilham(2),
(1) POLITEKNIK BAUBAU, Indonesia
(2) Politeknik Baubau, Indonesia

Abstract


Abstract

The purpose of this study was to determine the direct and indirect effects of resource tangible toward marketing performance mediated by competitive advantage. The sample in this study amounted to 82 people distributed in 17 regency / city in the Southeast. The method of analysis using statistical software SPSS analysis and SmartPLS 3.0. The results showed that Tangible resources a significant effect on the performance of marketing. Resource tangible positive and significant impact on competitive advantage. Competitive advantage and significant positive effect on the performance of marketing. Competitive advantage is able to mediate significant tangible resources to marketing performance.

Keywords: Resource tangibl; competitive advantage; the performance of marketing


Keywords


Resource tangibl; competitive advantage; the performance of marketing

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DOI: https://doi.org/10.33369/insight.16.1.1-20

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