Volume 18, No. 3, 2021
Increasing The Performance Of Indonesian Private Universities Through The Mediating Role Of Network Marketing Agility
Avianita Rachmawati , Noermijati Noermijati , Sumiati Sumiati , Wahdiyat Moko
Abstract
Purpose – This paper aims to provide an understanding of the conceptual model that diagnoses relational capital quality and market orientation and its relationship with performance with Network Marketing Agility as an intervening variable. This finding implies the importance of networking capabilities for universities to produce specialized services. Previous studies on the topic of agility have mostly focused on the manufacturing industry with a lack of research on relational capital quality, market orientation, network marketing agility and the performance of the private higher education sector. Design / Methodology / approach --This study takes data from six private universities in Indonesia, particularly in the province of NTT. This involved feedback from 88 heads of study programs from 6 institutions with accreditation standards at least or equal to B. And the data was processed using the SEM-PLS method and the Smart PLS statistical tool to test the hypotheses of direct and indirect relationships and the role of mediation. Findings –Network marketing agility is a novelty construct that plays a role in mediating the gap between relational capital quality and market orientation on PTS performance. This indicates how important it is for PTS to build network marketing agility. Originality --The private higher education sector has experienced massive growth in recent years in Indonesia. Currently, there is no quantitative research with a locus of higher education in Indonesia, especially on the role of agility in building marketing networks.
Pages: 30-64
Keywords: relational capital quality, market orientation & network marketing agility.