TITLE

INTERDEPENDENSI STRATEGI PEMASARAN TERHADAP KINERJA PERUSAHAAN (Suatu Penelitian pada Perusahaan-perusahaan Asuransi Indonesia yang sudah go public)

TYPE

Journal Article

Abstract

This study aims to analyze the interdependence between the variables of marketing strategy and organizational performance of insurance companies using canonical correlation analysis with multiple multivariate analysis approach. The interdependent correlation value may explain the subgroup which the dominant variable affects other subgroups on the company based on the value of redundancy index. The study population was 9 go public insurance companies when the study was conducted in 2013. Given two exogenous variables, i.e. variables Effectiveness Strategy (STRAEFEK) and Efficiency Strategy (STRATEFIS). Endogenous variable is the Debt to Asset Ratio (DAR), Debt to Eqiity Ratio (DER), Return on Assets (ROA), Return on Equity (ROE), Operating Profit Margin (OPM) and Net Profit Margin (NPM).

Citation

Hidayat D. C, Putong I and Sari R. K. (2014). INTERDEPENDENSI STRATEGI PEMASARAN TERHADAP KINERJA PERUSAHAAN (Suatu Penelitian pada Perusahaan-perusahaan Asuransi Indonesia yang sudah go public). Binus Business Review, 5 (1), 18-27.

Keywords

interdependence, effectiveness strategy, efficiency strategy, company performance

Published On

Binus Business Review

Author

  • Iskandar Putong
  • Rini Kurnia Sari

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