MEMBANGUN KINERJA PEMASARAN MELALUI KEMAMPUAN MENCIPTAKAN JEJARING TERKASTEMISASI DAN KOMITMEN ORGANISASI

Hasyim Hasyim, Saidun Hutasuhut, Nasirwan Nasirwan

Abstract


Penelitian ini bertujuan untuk mengatasi kesenjangan hasil penelitian mengenai orientasi kewirausahaan dan kinerja pemasaran. Orientasi kewirausahaan dilakukan untuk meningkatkan kemampuan manajemen dalam berinovasi, berani mengambil risiko dan proaktif terhadap perubahan lingkungan. Namun pada kenyataannya masih banyak UKM yang tidak mampu bersaing dalam persaingan global. Hal ini menimbulkan pertanyaan mengenai apa yang harus dilakukan UKM untuk meningkatkan daya saing dan kinerja pemasarannya. Penelitian ini menguji konsep baru kapabilitas rantai jaringan yang mampu memediasi hubungan antara orientasi kewirausahaan dan kinerja pemasaran. Penelitian ini juga menguji variabel kemampuan isolasi arsitektur pemasaran dan komitmen perilaku organisasi untuk meningkatkan kemampuan rantai jaringan yang berdampak pada kinerja pemasaran. Dalam penelitian ini, 6 hipotesis dikembangkan dan diuji dengan menggunakan data yang dikumpulkan dari 195 responden di Balai Industri Kreatif Sumatera Utara. Data dianalisis menggunakan software statistik AMOS 24.0 yang berhasil menguji 6 hipotesis secara signifikan. Penelitian ini membuktikan bahwa kapabilitas rantai jaringan dinilai layak sebagai variabel mediasi. Dengan cara ini, kemampuan rantai jaringan dapat dipraktikkan sebagai alat pemasaran untuk meningkatkan kinerja.


Keywords


Network chain capability, Marketing architectural isolating capability, Organizational behavioral commitment, Entrepreneurial orientation, and Marketing performance.

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DOI: http://dx.doi.org/10.30829/hf.v11i1.20309

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