MENINGKATKAN KINERJA PEMASARAN PERBANKAN UMUM NASIONAL

Abstract

The purpose of this study was to determine and analyze the influence of good corporate governance on competitive advantage. To know and analyze the i nfluence of information technology on competitive advantage. To know and analyze the influence of HR competencies o n competitive advantage. To know and analyze the influence of good corporate governance, information technology, human resources competencies together on competitive advantage. To know and analyze the influence of good corporate governance on marketing performance . To know and analyze the i nfluence of information technology on performance marketing. To know and analyze the i nfluence o f the performance of HR competencies o n marketing. To know and analyze the i nfluence of competitive advantage o n marketing performance. To know and analyze the influence of good corporate governance, information technology, human resource competencies and competitive advantages together on marketing performance. The method used in this research is descriptive survey and explanatory survey with a sample size of 320 respondents, data analysis method used is SEM (Structural Equation Modeling). Based on the results of the study, the findings obtained of follow ed good corporate governance proved positive ly and significant ly i nfluenced on competitive advantage. Information technology proved positive ly and significant ly i nfluenced on competitive advantage. HR competencies positive ly and significant ly i nfluenced on competitive advantage. Good corporate governance, information technology and human resource competency together proved positive ly and significant ly i nfluenced on competitive advantage. However, partially, the most dominant influence was information technology competitive advantage. Good corporate governance proved positive ly and significant ly i nfluenced on the performance of marketing. Information technology proved positive ly and significant ly i nfluenced on the performance of marketing. HR competencies proved positive and significant impact on the performance of marketing. Good corporate governance, information technology, human resource competencies and competitive advantages together proved positive ly and significant ly influenced on the performance of marketing. However, partially , was the most dominant influence on the competitive advantage of marketing performance. Keywords : Good Corporate Governance, Information Technology, Human Resources Competence, Competitive Advantage, Performance Marketing