Transformational Leadership and Relational Marketing Practices in Building Image at Muhammadiyah Higher Education Institutions in the Cirebon Region

Wiwi Hartati, Masyitoh Masyitoh, Khaerul Wahidin, Ahmad Sutarmadi
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引用次数: 1

Abstract

The aim of this study is to determine and analyze the influence of transformational leadership on the dimensions of inspirational motivation, idealized influence, intellectual stimulation, individual consideration at Muhammadiyah Higher Education (PTM) in the Cirebon area and examine the mediating role of relational marketing practices between transformational leadership on the dimensions of inspirational motivation, idealized influence, intellectual stimulation, individual consideration of the Image of Muhammadiyah Higher Education (PTM) in the Cirebon area. Respondents of this study were employees at two PTMs in the Cirebon Region, namely the University of Muhammadiyah Cirebon and the Cirebon Muhammadiyah College of Health (STIKES) with a total of 120. This research is a mixed methods research, which combines two forms of approaches in research, namely qualitative and qualitative. Mixed method research is a research approach that combines qualitative research with quantitative research. Mix methods are research methods by combining two research methods at once, qualitative and quantitative in a research activity, so that more comprehensive, valid, reliable, and objective data will be obtained. The data analysis technique used is Structural Equation Modeling (SEM). The results show: transformational leadership through inspirational motivation with an index reaching 88.4, idealized influence with an index reaching 89, intellectual stimulation with an index reaching 85.3, and individual consideration with an index reaching 83.5, it is concluded that transformational leadership through these indicators can improve the practice of relational marketing and can build the image of PTM throughout the Cirebon Region. Furthermore, the practice of relational marketing mediates the effect of transformational leadership through inspirational motivation, idealized influence, intellectual stimulation, and individual consideration on the image of PTM.
变革型领导和关系营销实践在建设形象在穆罕默德迪亚高等教育机构在西里本地区
本研究的目的是确定和分析变革型领导对启发性动机、理想化影响、智力刺激、个人考虑维度的影响,并考察关系营销实践在变革型领导对启发性动机、理想化影响、智力刺激、个人考虑维度之间的中介作用。穆罕默德高等教育(PTM)形象在希勒本地区的个别考虑。本研究的调查对象为锡雷本地区两家PTMs的雇员,即锡雷本穆罕默迪亚大学和锡雷本穆罕默迪亚卫生学院(STIKES),共120人。本研究是一种混合方法研究,结合了定性和定性两种研究方法。混合方法研究是一种将定性研究与定量研究相结合的研究方法。混合方法是在一项研究活动中,将定性和定量两种研究方法同时结合起来,从而获得更全面、有效、可靠和客观的数据的研究方法。使用的数据分析技术是结构方程模型(SEM)。结果表明:变革型领导通过励志激励的指数达到88.4,理想化影响的指数达到89,智力激励的指数达到85.3,个人考虑的指数达到83.5,得出结论,通过这些指标的变革型领导可以改善关系营销的实践,并可以在整个热带地区建立PTM的形象。此外,关系营销实践通过激励动机、理想化影响、智力刺激和个人考虑对变革型领导形象的影响来中介变革型领导的作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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