Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)

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

Authors
Stenly Salenussa1, *, Indrianty Sudirman2, Dian As Parawansa2, Musran Munizu2
1Christian University of Indonesia Maluku, Ambon, Indonesia
2Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: Stenlysalenussa2020@gmail.com
Corresponding Author
Stenly Salenussa
Available Online 29 May 2023.
DOI
10.2991/978-94-6463-146-3_64How to use a DOI?
Keywords
Marketing Orientation; Marketing Assets; Business Sustainability
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 May 2023
ISBN
978-94-6463-146-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-146-3_64How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Stenly Salenussa
AU  - Indrianty Sudirman
AU  - Dian As Parawansa
AU  - Musran Munizu
PY  - 2023
DA  - 2023/05/29
TI  - Role of Marketing Orientation and Marketing Assets in Improving Sustainable Business Performance of Private Colleges in Maluku
BT  - Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
PB  - Atlantis Press
SP  - 681
EP  - 689
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-146-3_64
DO  - 10.2991/978-94-6463-146-3_64
ID  - Salenussa2023
ER  -