Determinants of marketing performance: empirical study at National Commercial Bank in Jakarta Indonesia

Abstract

Background: Indonesian banking industry has experienced up and down as can be seen after Pakto ‘88, in which the number of new banks grew rapidly, but after the 1997–1998 financial crisis, a lot of banks were liquidated due to the deteriorating financial condition and violation of the precautionary principles by bank management. The purpose of this research is to determine and analyze the effects of good corporate governance, information technology, HR competencies on competitive advantage and its implication on marketing performance. Methods: The method used in this research was a descriptive survey and explanatory survey with a sample size of 320 respondents, and the data analysis methods used are structural equation modeling. Discussion and evaluation: Based on the results of the research, the findings obtained from good corporate governance, information technology, HR competencies have a significant effect on competitive advantage on the performance of marketing. However, when seen in part, competitive advantage has a dominant effect on marketing performance.