Pengaruh Internet Marketing terhadap Brand dan Kinerja pada Universitas Swasta di Jakarta Barat
DOI:
https://doi.org/10.21512/comtech.v3i1.2442Keywords:
Several purposes of this research writing are to comprehend marketing activity at a private university in West Jakarta, the relationship between internet marketing with the brand, the relationship between internet marketing and performance of private univAbstract
Several purposes of this research writing are to comprehend marketing activity at a private university in West Jakarta, the relationship between internet marketing with the brand, the relationship between internet marketing and performance of private universities in West Jakarta, and the relationship between the brand and the university's performance in West Jakarta. Data are taken from questionnaires to the management of the private university in West Jakarta and were analyzed using descriptive analysis as well as statistical analysis for non-parametric Spearman correlation. The results revealed that there was no significant relationship between neither internet marketing and brand nor internet marketing and performance. However, the internet marketing sub-variables, which proved to have a significant effect on brand or performance, is communication. Meanwhile, brand has a significant effect on performance. It canbe concluded that the internet marketing activities performed by the university’s management does not have a high impact to brand and performance eventhough it has a positive correlation. Therefore, it is necessary to improve the communication component and to make improvement especially on other four components (product, price, community, and distribution) which currently have not provided any significant influence.
Plum Analytics
References
Chaffey, Dave and Fiona Ellis-Chadwick. (2003). Internet Marketing Strategy, Implementation and Practice (3rd ed). London: Pearson Education.
Dikti. (2008). 50 Promising Indonesian Universities. Diakses 23 Desember 2009 dari http://archive.web.dikti.go.id/index.php?option=com_content&task=view&id=140&Itemid=61
Kotler, P., & Fox, K. (1985). Strategic Marketing for Educational Institutions. New Jersey: Englewood Cliffs, Prentice Hall.
Pandi. (2007). Kebijakan Nama Domain .ac.id. Diakses 2 November 2009 dari http://www.pandi.or.id/acid/.
Rafi, M., Fisher, R. J., Jaworski, Bernard J., & Paddison, G. (2003). Internet marketing (2nd ed). New York: McGraw-Hill.
Small, Michael. (2006). Seo Answer Book. Massachusetts: SEO Press.
Tjiptono, Fandy. (2001). Strategi Pemasaran, (edisi 2). Yogyakarta: Andi Offset.
Webometrics. (2009). Rank of Universities of Indonesia. Diakses 2 November 2009 dari http://www.webometrics.info/rank_by_country.asp?country=id.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows:
