Reliability and Validity of Marketing Communication Competency Instruments (Study on Student Attitude to Competency Certification of Marketing Communication)

摘要

Research of the elements of communications, especially the competence of marketing communications' 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.