Customer Relationship Management melalui Orientasi Pasar dan Inovasi Organisasi untuk Meningkatkan Kinerja Pemasaran Bisnis Online

Chitra Laksmi  Rithmaya; Ikhwan  Kholid; Reza  Tianto

doi:10.33059/jseb.v14i1.5384

Chitra Laksmi Rithmaya Universitas Hayam Wuruk Perbanas
Ikhwan Kholid Universitas Hayam Wuruk Perbanas
Reza Tianto Universitas Hayam Wuruk Perbanas Surabaya

DOI: https://doi.org/10.33059/jseb.v14i1.5384

Keywords: Customer Relationship Management, Organizational Innovation, Marketing Performance, Market Orientation

Abstract

The study aims to examine the effect of customer relationship management on marketing performance mediated by market orientation and organizational innovation. The data was obtained through a questionnaire distributed to 50 MSME respondents in Surabaya. Determination of respondents using the quota sampling method. The variables analyzed are customer relationship management, market orientation, organizational innovation, and marketing performance. The results of the study state that partially, customer relationship management has a significant and positive effect on market orientation, marketing performance, and work innovation; and that market orientation and organizational innovation have a significant and positive effect on marketing performance. Another result obtained is that organizational innovation is proven to be able to mediate the effect of customer relationship management on marketing performance. Market orientation is also proven to be able to mediate customer relationship management on marketing performance.

Author Biographies

Chitra Laksmi Rithmaya, Universitas Hayam Wuruk Perbanas

Fakultas Ekonomi dan Bisnis

Ikhwan Kholid, Universitas Hayam Wuruk Perbanas

Fakultas Ekonomi dan Bisnis

Reza Tianto, Universitas Hayam Wuruk Perbanas Surabaya

Reza Tianto S.Si, M.MT

Dosen Diploma 3 Akuntansi Universitas Hayam Wuruk Perbanas Surabaya

S1 - Statistika Institut Teknologi Sepuluh Nopember Surabaya

S2 - Magister Manajemen Teknologi Institut Teknologi Sepuluh Nopember Surabaya

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