The Effect of Marketing Communication on the Performance of Academy of Secretary and Management of Taruna Bakti (ASMTB)

  • Mulyaningsih Universitas Garut, Indonesia
DOI: https://doi.org/10.54783/ijsoc.v1i2.104
Keywords: Marketing Communication, Performance, Business, Potential Students, Alumni

Abstract

This research describes the influence of marketing communication on the promotional team's performance at the Academy of Secretary and Management of Taruna Bakti. The research aims to measure the effectiveness of marketing communication to the getting of students and to know if there is a hidden influence between marketing communication and its execution in ASMTB. The method used in this research is descriptive analysis. Further, this research is equipped with path analysis to analyze the data. The results show some staggering findings. First, there is a strong relationship between marketing communication and the business world that used ASMTB's alumnae. The relation is 0.997, and if it is interpreted, the connection is solid. Second, there is also a relationship between marketing communication and potential students that will enter ASMTB. The relation is 0.151, and if it is interpreted, the relation is very weak. The last is, there is a close relationship between marketing communication and the alumnae. The relation is 0.345, and if it is interpreted, the relation is very week. 

References

Akdon, R. (2005). Rumus dan Data dalam Aplikasi Statistika. Bandung: Alfabeta.

Brown, J. R., & Dev, C. S. (2000). Improving productivity in a service business: Evidence from the hotel industry. Journal of Service Research, 2(4), 339-354.

Cann, C. W., & George, M. A. (2004). Key elements of a successful drive toward marketing strategy making. Journal of Marketing for Higher Education, 13(1-2), 1-15.

Howard, J. A. (1989). Consumer Behaviour in Marketing Strategy. Englewood Cliff. NJ: Prentice Hall. Inc.

Kartajaya, H., Indrio, B. D., & Madyani, D. (2004). Marketing in Venus. Jakarta: Gramedia Pustaka Utama.

Lovelock, C., & Wright, L. (2001). Principles of Service Marketing and Management. New Jersey: Pearson Education.

Maister, D. H. (1997). Why Cross Selling Hasn’t Worked. New York: The Freee Press.

Mangkunegara, A. A. A. P. (2000). Manajemen Sumber Daya Manusia. Bandung: Remaja Rosdakarya.

Suryadi, D. (2006). Promosi Efektif Menggugah Minat dan Loyalitas Pelanggan. Yogyakarta: Tugu Publlisher.

Published
2019-06-07
How to Cite
Mulyaningsih. (2019). The Effect of Marketing Communication on the Performance of Academy of Secretary and Management of Taruna Bakti (ASMTB). International Journal of Science and Society, 1(2), 155-163. https://doi.org/10.54783/ijsoc.v1i2.104
Issue
Vol 1 No 2 (2019): International Journal of Science and Society (IJSOC)
Section
Articles

Copyright (c) 2019 International Journal of Science and Society

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Ownership of copyright
The copyright in this website and the material on this website (including without limitation the text, computer code, artwork, photographs, images, music, audio material, video material and audio-visual material on this website) is owned by IJSOC and its licensors.
 
Copyright license
IJSOC grants to you a worldwide non-exclusive royalty-free revocable license to:
   - view this website and the material on this website on a computer or mobile device via a web browser;
   - copy and store this website and the material on this website in your web browser cache memory; and
   - print pages from this website for your  use.
   - All articles published by Academic Journals are licensed under the Creative Commons Attribution 4.0 International License. This permits anyone to copy, redistribute, remix, transmit and adapt the work provided the original work and source is appropriately cited.
IJSOC does not grant you any other rights in relation to this website or the material on this website.   In other words, all other rights are reserved.
For the avoidance of doubt, you must not adapt, edit, change, transform, publish, republish, distribute, redistribute, broadcast, rebroadcast or show or play in public this website or the material on this website (in any form or media) without  appropriately and conspicuously citing the original work and source or ACADEMIC JOURNALS prior written permission.  
 
Permissions
You may request permission to use the copyright materials on this website by writing to compliance@ijsoc.goacademica.com.
 
Enforcement of copyright
IJSOC takes the protection of its copyright very seriously.
 
If IJSOC discovers that you have used its copyright materials in contravention of the license above, IJSOC may bring legal proceedings against you seeking monetary damages and an injunction to stop you using those materials.  You could also be ordered to pay legal costs.
 
If you become aware of any use of IJSOC' copyright materials that contravenes or may contravene the license above, please report this by email to Compliance@ijsoc.goacademica.com.
 
Infringing material
If you become aware of any material on the website that you believe infringes your or any other person's copyright, please report this by email to Compliance@ijsoc.goacademica.com.