PENINGKATAN KINERJA PEMASARAN MELALUI ORIENTASI PELANGGAN DAN SIKAP PROACTIVENESS PADA MASA PANDEMI COVID 19

Bayu Anggoro, Kesi Widjajanti, Paulus Wardoyo

Abstract


Penelitian ini dilakukan Perusahaan Digital Printing yang ada di Kota Semarang. Tujuan penelitian ini adalah untuk mengetahui pengaruh orientasi pelanggan, sikap proactiveness terhadap kinerja pemasaran dengan kapabilitas pemasaran sebagai variabel intervening. Populasi dan sampel penelitian   ini adalah pemilik perusahaan digital printing yang ada di Kota Semarang yang berjumlah 38 orang. Analisis data dengan analisis deskriptif dan Smart PLS. Hasil penelitian ini menunjukkan bahwa   orientasi pelanggan berpengaruh signifikan terhadap kinerja pemasaran. Sikap proactivenes tidak berpengaruh signifikan kinerja pemasaran. Orientasi pelanggan berpengaruh signifikan terhadap kapabilitas pemasaran. Sikap proactiveness bepengaruh signifikan terhadap  kinerja pemasaran Variabel. Kapabilitas Pemasaran bepengaruh signifikan terhadap kinerja pemasaran. Variabel Kapalitas Pemasaran mampu menjadi mediasi antara Orientasi Pelanggan terhadap kinerja pemasaran, demikian juga variable kapabilitas pemasaran juga dapat memediasi antara sikap proactiveness dengan kinerja pemasaran

This research was conducted by a Digital Printing Company in the city of Semarang. The purpose of this study was to determine the effect of customer orientation, proactiveness on marketing performance with marketing capability as an intervening variable. The population and sample of this research are the owners of digital printing companies in Semarang City, totaling 38 people. Data analysis with descriptive analysis and Smart PLS. The results of this study indicate that customer orientation has a significant effect on marketing performance. Proactive attitude does not significantly affect marketing performance. Customer orientation has a significant effect on marketing capabilities. Proactiveness has a significant effect on marketing performance. Variable. Marketing Capability has a significant effect on marketing performance. The Marketing Capability variable is able to mediate between Customer Orientation on marketing performance, as well as the marketing capability variable can also mediate between proactiveness and marketing performance

 

 


Keywords


customer orientation ; marketing capability; marketing performance; proactiveness

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DOI: http://dx.doi.org/10.26623/sbj.v1i1.5157

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