Oktaviani, Silvia Melinda and , Muzakar Isa, SE., M.Si., (2022) Pengaruh Customer Relationship Management Dan Inovasi Produk Terhadap Kinerja Pemasaran Dengan Keunggulan Bersaiang Sebagai Variabel Mediasi(Studi Pada Usaha Mebel di Sentra Rotan Desa Trangsan, Sukoharjo). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of customer relationship management and product innovation on marketing performance with competitive advantage as a mediation (Study on Furniture Business at Rattan Center, Trangsan Village, Sukoharjo). The data of this study used primary data through questionnaires. The sample selection in this study used a non-probability sampling approach. The sample used was 74 respondents from Furniture SMEs in Trangsan Village,Sukoharjo and analyzed using SmartPLS 3.0 software. The results showed that customer relationship management has a positive and significant effect on marketing performance. Product innovation variable has a negative and insignificant effect on marketing performance. The competitive advantage variable has a positive and significant effect on marketing performance. The competitive advantage variable in mediating customer relationship management on marketing performance has a negative and insignificant effect. The variable of competitive advantage in mediating product innovation on marketing performance has a positive and significant effect.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | customer relationship management, product innovation, competitive advantage, marketing performance |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SILVIA MELINDA OKTAVIANI |
| Date Deposited: | 27 Jul 2022 02:43 |
| Last Modified: | 27 Jul 2022 02:43 |
| URI: | http://eprints.ums.ac.id/id/eprint/101847 |
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