Meningkatkan Kinerja Pemasaran Melalui Customer Involvement: Pengembangan Service Dominant Logic
Abstract
Tujuan penelitian ini untuk pengembangan konsep Service Dominant Logic (SDL) untuk mengatasi kesenjangan hasil penelitian pengaruh inovasi pemasaran dan kapabilitas pemasaran terhadap kinerja pemasaran. Populasi penelitan ini yaitu industri mebel ekspor di Kabupaten Jepara sejumlah 307. Penentuan jumlah sampel dengan rumus Slovin didapat sebanyak 171. Teknik pemilihan sampel dengan teknik probability sampling dan dipilih simple random sampling. Hasil pengujian hipotesis menunjukkan inovasi pemasaran, kapabilitas pemasaran dan customer involvement berpengaruh signifikan terhadap kinerja pemasaran. Secara implikasi teoritis berdampak pada pengembangan teori Service Dominant Logic bahwa inovasi pemasaran dan kapabilitas pemasaran dan customer involvement berpengaruh terhadap kinerja pemasaran. Implikasi manajerial, industri mebel harus mempunyai kreasi produk dengan variasi desain, melakukan kreasi produk, dan produk-produk baru. Customer involvement mempunyai kontribusi dalam meningkatkan kinerja pemasaran. Keterbatasan penelitian, belum memiliki variabel-variabel baru yang berhubungan dengan perkembangan era digital marketing yang mempengaruhi kinerja pemasaran, belum bisa menjangkau respon seluruh industri mebel di Kabupaten Jepara dan luar Jepara.
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