Strategi Pemasaran Perusahaan Logistik

Authors

  • Diah Ayu Wulandari Institut Transportasi dan Logistik Trisakti
  • Aswanti Setyawati Institut Transportasi dan Logistik Trisakti

DOI:

https://doi.org/10.54324/j.mtl.v5i2.231

Keywords:

marketing strategy, competition environment, company’s performance

Abstract

The purpose of the study was to assess the effect of marketing strategy of the company’s performance and the role of competition environment in moderating the marketing strategy of the company’s performance. The MRA (Moderated Regression Analysis) was used as the analyzing method. The result shows that there is a significant and positive effect of the marketing strategy of the company’s performance (r = 0, 912), and a significant and positive effect of the logistics competition environment of the company’s performance (r = 0, 955). The role of competition environment in moderating the negative relation between marketing strategy and company’s performance since the competition environment comes from outside and could threaten the company’s marketing and decrease the performance.

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Published

2018-10-31

Issue

Vol. 5 No. 2 (2018): JULI

Section

Articles

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