PERAN CUSTOMER INVOLVEMENT TERHADAP KINERJA PEMASARAN
DOI:
https://doi.org/10.24034/j25485024.y2023.v7.i1.5221Keywords:
Kinerja Pemasaran, Keterlibatan Pelanggan, Inovasi Pemasaran, Orientasi pasar, Kapabilitas pemasaranAbstract
Penelitian ini dilatarbelakangi oleh pertumbuhan bisnis di era globalisasi diikuti oleh persaingan bisnis, kinerja bisnis, dan kinerja pemasaran yang dilakukan oleh perusahaan mebel semakin dinamis. Persaingan dalam industri mebel berlangsung ketat dengan tingkat persaingan cukup tinggi. Berdasarkan kenyataan tersebut sebagai seorang peneliti tertarik untuk meneliti menguji inovasi pemasaran, orientasi pasar, kapabilitas pemasaran dan customer involvement mempunyai pengaruh terhadap kinerja pemasaran, namun peneliti menengarai ada pengaruh tidak langsung antara inovasi pemasaran, orientasi pasar, dan kapabilitas pemasaran melalui customer involvement terhadap kinerja pemasaran. Populasi pada penelitian ini adalah perusahaan mebel yang melakukan ekspor di Kabupaten Jepara yang berjumlah 307 perusahaan. Teknik pemilihan sampel dalam penelitian ini dilakukan dengan teknik probability sampling. Hasil dari penelitian ini menunjukkan bahwa inovasi pemasaran, orientasi pasar, kapabilitas pemasaran dan customer involvement berpengaruh signifikan terhadap kinerja pemasaran pada perusahaan mebel ekspor di Kabupaten Jepara. Penelitian selanjutnya, bisa dilakukan di semua klaster perusahaan mebel yaitu kluster perusahaan lokal, kluster perusahaan ekspor, dan kluster perusahaan PMA (Penanaman Modal Asing).
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