Customer Relationship Management melalui Orientasi Pasar dan Inovasi Organisasi untuk Meningkatkan Kinerja Pemasaran Bisnis Online-Reference-Cited by-同舟云学术

Customer Relationship Management melalui Orientasi Pasar dan Inovasi Organisasi untuk Meningkatkan Kinerja Pemasaran Bisnis Online

Published:2023-01-23 Issue:1 Volume:14 Page:88-99
ISSN:2614-1523
Container-title:Jurnal Samudra Ekonomi dan Bisnis
language:
Short-container-title:JSEB

Author:

Rithmaya Chitra Laksmi,Kholid Ikhwan,Tianto Reza

Abstract

The study aims to examine the effect of customer relationship management on marketing performance mediated by market orientation and organizational innovation. The data was obtained through a questionnaire distributed to 50 MSME respondents in Surabaya. Determination of respondents using the quota sampling method. The variables analyzed are customer relationship management, market orientation, organizational innovation, and marketing performance. The results of the study state that partially, customer relationship management has a significant and positive effect on market orientation, marketing performance, and work innovation; and that market orientation and organizational innovation have a significant and positive effect on marketing performance. Another result obtained is that organizational innovation is proven to be able to mediate the effect of customer relationship management on marketing performance. Market orientation is also proven to be able to mediate customer relationship management on marketing performance.

Publisher

Universitas Samudra

Subject

General Medicine

Reference21 articles.

1. Ahmad, M., Saroh, S., & Zunaida, D. (2022). Pengaruh orientasi pasar dan promosi melalui media sosial terhadap kinerja pemasaran JV orchid. JIiagabi (Jurnal Ilmu Administrasi Niaga/Bisnis), 11(2), 243–252. http://riset.unisma.ac.id/index.php/jiagabi/article/view/18039/13686.

2. Alfa, A. A. G., Rachmatin, D., & Agustina, F. (2017). Analisis pengaruh faktor keputusan konsumen dengan structural equation modeling partial least square. Jurnal EurekaMatika, 5(2), 59–71. https://doi.org/10.17509/jem.v5i2.9599.

3. Andarini, M., & Laely, N. (2019). Pengaruh customer relationship management terhadap keunggulan bersaing dalam meningkatkan kinerja pemasaran usaha kecil industri makanan di Bakorwil II Jawa Timur. Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 12(2), 23–41. https://doi.org/10.35457/akuntabilitas.v12i2.898.

4. Apriawan, R. (2012). Pengaruh customer relationship management terhadap inovasi dan kinerja bisnis perusahaan clothing di Kota Malang. Tesis. Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Brawijaya. http://repository.ub.ac.id/id/eprint/159868/.

5. Fathurrohman, Y. E., & Enril, Y. (2016). Peran media sosial sebagai ujung tombak pemasaran bagi usaha mikro kecil menengah (UMKM). Prosiding Seminar Nasional Pembangunan Pertanian, 53(9), 508–515. https://fp.ub.ac.id/semnas/Paper/82_peran_media_sosial-yusuf_(508-515).pdf.