Eddy Soeryanto Soegoto



Banking industries have not been effective yet in implementing marketing communication and company social responsibility programs. The establishment of image has not been done effectively yet; accordingly marketing performance cannot be implemented as it is expected. This research was done in the banking industries at Bandung City with sample as much as 42 banking industries drawn using a random sampling method. Thaanalysis procedure used Structural Equation Modeling based on Partial Least Square. This study generates anew model different with the previous researches where marketing communication and company social respon-sibility programs do not affect directly on the banking industries marketing performance. Nevertheless the image affect the marketing performance moderately. In conclusion, banking industries marketing perfor-mance can be maximal when the marketing communication is implemented effectively and the company social responsibility is implemented conducively in order to shape positive image.


Marketing Performance, Image, Marketing Communication, Company Social Responsibility



Awang, Z. (2011). The Importance of Corporate Image in the Marketing of University Postgraduate Programs.Asian Journal of University Education, Vol. 6 No. 1, 13-28 Faircloth (2001) Churchill and Iacobucci, 2005:79), Churchill. Gilbert A and

Iacobucci Dawn. 2005. Marketing Research: Methodological Foundation.Ninth Edition, Thomson South-Western.

Chris Barker, Nancy Pistrang & Robert Elliot. 2002. Research Methods in Clinical Psychology. (2nded.). John Wiley & Sons, LTD Chichester England.

Cooper, Donald R.& Pamela S.Schindler. 2006. Business Research Methods. 9th Ed. New York: McGraw Hill Companies.Inc.Mc.Kinsey & Co, (2000:4),

Fan,Ying.,2006, Promoting Business with corporate gifts major issues and empirical evidence, Corporate Communication : An International Journal, Vol.11 No.1, pp. 43-55.

Fatt, Teng and James Poon. 1997. Communicating A Winning Image. Industrial and Commercial Training.MCB University Press Vol. 29, pp. 158-165.

Forsyth (1996:3)Forsyth, Patrick, 1997, Everything You Need to Know About Marketing, Edisi Revisi, diterjemahkan oleh C. Louis Noviatno, Gramedia, Jakarta.

Guthrie J &Parker L.D.2001. Corporate Social Disclosure Practice.Accountability JournalKadam and Bhalerao. 2010. Sample size calculation.Int J Ayurveda Res. 2010 Jan-Mar; 1(1): 5557. doi: 10.4103/0974-7788.59946PMCID: PMC2876926. Melalui


Kandampully, Jay and Dwi Suhartanto. 2000. Customer Loyalty in the Hotel Industry : The Role of Customer Satisfaction and Image. International Journa of Contemporary Hospitality Management, Vol. 12 pp.346-351.

Kitchen, Philip J and Don E. Schultz, 2003.Integrated Corporate and Product Brand Communication, International Journal of Bank Marketing Advances In Competitiveness Research: Canada.

Majundar, S.K. & Marcus, A.A. 2001. Rules Versus Discretion: Productivity Consequences of Flexible

Regulation. Academiy of Management Journa 44.

Mc. Kinsey and Co, 2000. Personal Finance Service Research EIU, Viewswire, Jakarta.

Orlitzky, M., Schmidt, F.L. & Rynes, S.l. 2003. Corpora Social and Financial Performance: A Meta Analysis Organization Studies 24.

Sekaran, Uma, and Roger Bougie. 2010. Research Method for Business, A skill Building Approach, Fifth editio New York: John Willey and Sons, Ltd Publicatio.

Sidharta Utama. 2007. Evaluasi Infrastruktur Pendukung Pelaporan Tanggungjawab Sosial dan Lingkungan Indonesia. Universitas Indoensia.http://www.ui.ed

Schultz, Don E, 2004. IMC The Next Generation. McGra Hill Companies Inc, USA.

Yulia Hendri Yeni. The Role of Market Orientation in HEIs in Indonesia in Relation to Improving Institutional Performance. 2007. Unand.

Full Text: pdf


  • There are currently no refbacks.

rsz_8th_ifma rsz_6th_perbanas_conference rsz_the_6th_indonesian_finance_association_international_conference

Journal of Finance and Banking

Diploma Program of Banking and Finance
Faculty of Economics and Business University of Merdeka Malang

Mailing Address:

2nd-floor Banking and  Finance Building, Terusan Raya Dieng Street No.57 Malang, 65146, East Java, Indonesia
Phone/WhatsApp: +628123321664; Fax. +62 341 580511

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.