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Pengaruh inovasi layanan dan keunggulan posisional pada kinerja pemasaran

Author

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  • Anshar Daud

Abstract

Pengaruh orientasi pelanggan terhadapkinerja pemasaran masih memiliki perbedaan hasil studi. Untuk mengkaji relasi antar keduanya dikonstruksi suatu model konseptual dengan mediasi inovasi layanan dan keunggulan posisional. Sebuah survei dilakukan di PT. Telkom Indonesia dengan 226 responden untuk menguji model tersebut. Dengan memanfaatkan program AMOS, model dan data dijalankan untuk menganalisa relasi antar konstruk dan dukungannya terhadap hipotesis yang diajukan.Outputnya menunjukkan bahwa 5 dari 6 hipotesis yang ada terbukti signifikan, sedangkan 1 sisanya tidak signifikan yaitu hubungan antara orientasi pelanggan dan kinerja pemasaran. Variabel mediasi menunjukkan peranyang baik dengan hasil signifikan, sementara efek tidak langsung melalui keunggulan posisional lebih kuat dibanding via inovasi layanan.

Suggested Citation

  • Anshar Daud, 2016. "Pengaruh inovasi layanan dan keunggulan posisional pada kinerja pemasaran," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 20(1), pages 66-78.
    • Handle: RePEc:uii:jsbuii:v:20:y:2016:i:1:p:66-78:id:4431
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