MODEL HUBUNGAN PEMASARAN DAN E-COMMERCE DALAM MENINGKATKAN KINERJA PEMASARAN DENGAN KAPABILITAS PASAR SEBAGAI VARIABEL INTERVENING PADA PRODUK SINAR SERAYU ABADI SEMARANG

junaidi, imam (2024) MODEL HUBUNGAN PEMASARAN DAN E-COMMERCE DALAM MENINGKATKAN KINERJA PEMASARAN DENGAN KAPABILITAS PASAR SEBAGAI VARIABEL INTERVENING PADA PRODUK SINAR SERAYU ABADI SEMARANG. Skripsi thesis, STIE Bank BPD Jateng.

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Abstract

This research takes product objects at Sinar Serayu Abadi, namely a food ingredients company, where the reason for choosing the object is because of a decline in sales in 2023 as well as the research gap phenomenon from previous findings. This research aims to analyze the influence of marketing relationships and the use of e-commerce on marketing performance through market capability for products at Sinar Serayu Abadi. The research sample was 65 respondents, using a purposive sampling technique, namely a sampling technique by determining criteria for selecting respondents. The data analysis method used for hypothesis testing is Partial Least Square (PLS) which will be operated using the Smart PLS program. The research results show that marketing relationships and the use of e-commerce have a positive effect on Market Capability. Other research results show that marketing relationships and the use of e-commerce have a positive effect on marketing performance. The results of the mediation effect test found that market capability was able to mediate the influence of marketing relationships which had a positive effect on marketing performance and market capability was able to mediate the influence of e-commerce which had a positive effect on marketing performance. Keywords: marketing relationships, use of e-commerce, market capability and marketing performance

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S1
Date Deposited: 13 Sep 2024 05:32
Last Modified: 13 Sep 2024 05:32
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/2322

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