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Analisis Pengaruh Sumber-sumber Keunggulan Bersaing Bidang Pemasaran terhadap Kinerja Perusahaan Manufaktur di Indonesia

Author

Listed:
  • Nursya’bani Purnama
  • Hery Setiawan

Abstract

Hasil-hasil riset terdahulu meyebutkan keunggulan bersaing bidang pemasaran atau kompetensi pemasaran mempunyai pengaruh positif terhadap kinerja perusahaan. Sejumlah studi bidang pemasaran telah mengarah pada penjelasan kinerja bisnis dan berusaha menghubungkan kompetensi bidang pemasaran dalam mempenga¬ruhi kinerja perusahaan. Penelitian ini dilakukan pada perusahaan dalam industri manufaktur di Indonesia untuk menguji kembali konsep hubungan sumber keunggulan bersaing bidang pemasaran dengan hasil kinerja perusahaan. Tujuan lain penelitian ini adalah untuk memperoleh bukti empiris mengenai pengaruh kompetensi bidang pema¬saran terhadap kinerja perusahaan yang diukur dengan pangsa pasar (market share) dan pertumbuhan pangsa pasar (market share growth) dan menguji serta menganalisis pengaruh sumber-sumber keunggulan bersaing bidang pe¬masaran terhadap kinerja perusahaan-perusahaan manufaktur di Indonesia.

Suggested Citation

  • Nursya’bani Purnama & Hery Setiawan, 2003. "Analisis Pengaruh Sumber-sumber Keunggulan Bersaing Bidang Pemasaran terhadap Kinerja Perusahaan Manufaktur di Indonesia," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 2(8).
    • Handle: RePEc:uii:jsbuii:v:2:y:2003:i:8:id:1010
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