Market and Learning Orientation Effect Through Organization Governance on Competitive Advantage of Universities in Jakarta
10 Pages Posted: 9 Apr 2020
Date Written: August 30, 2019
This research tries to examine the effects of market orientation and learning orientation toward competitive advantage through organizational governance. The population of this paper are universities under the Regional Coordinating Office for Higher Institutes (Kopertis Wilayah-III) in Jakarta. Data of this paper are collected from 3 (three) biggest private universities in Jakarta, namely: Trisakti University, Atma Jaya Catholic University (UNIKA Atma Jaya) and Bina Nusantara University (BINUS) by using 960 questionnaires and the respondents in this paper are the Head of Academic Division of Trisakti University, Deputy Chancellor I of Atma Jaya Catholic University and Vice Rector in charge of Research & Technology Transfer of Bina Nusantara University. Furthermore, the data will analyzed by using Structural Equation Modeling (SEM) through the WarpPLS 4.0 program.
Computational results show that all hypotheses are acceptable, uch as follows: i).There is a negative and significant effect of market orientation towards organizational governance; ii). There is a positive and significant effect of learning orientation towards organizational governance; iii). There is a positive and significant effect of organizational governance towards the competitive advantage; iv). Market orientation negatively affect competitive advantage but insignificant; and v). There is a positive and significant effect of learning orientation towards competitive advantage.
The implication of this research shows that even though the organizational governance is influenced negatively and significant by the market orientation, and market orientation also negatively but insignificant affect the competitive advantage, there are no matter with them because they are already have the specific market throughout their operation. Organizational governance and competitive advantage those already generated by these 3 universities are able to improve their marketing performance. This finding also proves that these three universities do have specific learning orientations and differ from each other. In the end, every new academic year, new prospective students will come by themselves to these universities.
Keywords: Market Orientation; Learning Orientation; Organizational Governance; Competitive Advantage; Structural Equation Modeling.
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