Reliability and Validity of Marketing Communication Competency Instruments (Study on Student Attitude to Competency Certification of Marketing Communication)
- DOI
- 10.2991/icpc-18.2019.15How to use a DOI?
- Keywords
- Validity; Reliability; Competency Certification; Marketing Communication
- Abstract
Research of the elements of communicators,especially the competence of marketing communications’s communicator rarely implemented. Through this explorative research, the study of competence can be followed up with a more comprehensive study so that it can formulate policies that regulate certification for marketing communication practitioners in various sectors of life (commerce, politics, health, etc.). In the early stages, the research identified what it takes to become a marketing communications practitioner, how much skill is required; at any level. Therefore, this survey is explorative by distributing questionnaires to students who study in the field of marketing communications. Through statistical analysis, founded that COMPAS marketing communication competency instrument is reliable with Cronbach’s Alpha Based on Standardized Items 0,799; 0.893; 0.839; 0.804; 0.831; and 0.597. While the validity aspect, the instrument is valid, but produces various subcomponents. Counseling two subcomponents, organizing two subcomponents, performance six subcomponents, analyzing two subcomponents, and supporting one component. This result suggests the need for further investigation.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Dadan Iskandar AU - Marwan Mahmudi PY - 2019/08 DA - 2019/08 TI - Reliability and Validity of Marketing Communication Competency Instruments (Study on Student Attitude to Competency Certification of Marketing Communication) BT - Proceedings of the International Conference on Psychology and Communication 2018 (ICPC 2018) PB - Atlantis Press SP - 175 EP - 185 SN - 2352-5398 UR - https://doi.org/10.2991/icpc-18.2019.15 DO - 10.2991/icpc-18.2019.15 ID - Iskandar2019/08 ER -