MEMBANGUN KINERJA PEMASARAN MELALUI KLONING PRODUK
BERBASIS PESANAN PADA INDUSTRI KECIL LOGAM
DI KABUPATEN TEGAL
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya
Author
., GUNISTYO
Subject
H Social Sciences (General)
Datestamp
2020-09-03 04:16:35
Abstract :
This study is aimed at testing 1) The influence of organizational learning on marketing performance. 2) The influence of organizational learning on organizational capabilities. 3) The influence of organizational capabilities on competitive advantage. 4) Effect of competitive advantage on marketing performance. 5) The significance of the order-based product cloning capability variable mediates the effect of organizational learning on marketing performance. 6) The significance of the order-based product cloning capability variable mediates the effect of organizational capabilities on competitive advantage. The population of this study is all 2688 business units of the small industry in metal at Tegal Region used job orders of marketing system with 270 respondents as the samples taking by using Slovin formula. By using SEM (Structural Equation Modelling) analysis tool with AMOS 22 program, the study results reveal that 5 (six) proposed hypotheses are accepted. Keywords : Organizational learning, Organizational capabilities, Marketing performance, Competitive advantage, The order-based product cloning capability
This study is aimed at testing 1) The influence of organizational learning on marketing performance. 2) The influence of organizational learning on organizational capabilities. 3) The influence of organizational capabilities on competitive advantage. 4) Effect of competitive advantage on marketing performance. 5) The significance of the order-based product cloning capability variable mediates the effect of organizational learning on marketing performance. 6) The significance of the order-based product cloning capability variable mediates the effect of organizational capabilities on competitive advantage. The population of this study is all 2688 business units of the small industry in metal at Tegal Region used job orders of marketing system with 270 respondents as the samples taking by using Slovin formula. By using SEM (Structural Equation Modelling) analysis tool with AMOS 22 program, the study results reveal that 5 (six) proposed hypotheses are accepted. Keywords : Organizational learning, Organizational capabilities, Marketing performance, Competitive advantage, The order-based product cloning capability
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