Fahmi, Khaerul and Limakrisna, Nandan and Muharam, Hari (2024) Pengaruh Desain E-Marketing, E-CRM, dan Customer Involvement Capability terhadap Kinerja Bisnis Melalui Keunggulan Kompetitif sebagai Mediator pada Industri UMKM di Tangerang Raya. disertasi thesis, Univ. Pakuan.
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13. Khaerul F.pdf Download (3MB) |
Abstract
The purpose of this study was to determine and analyze the effect of Design E-Marketing, E-CRM, and Customer involvement capability partially or jointly on competitive advantage. partially or together on competitive advantage. To find out and analyze the effect of Design e-Marketing, E-CRM, Customer involvement capability, and competitive advantage partially or jointly on business performance. or together on business performance. The population in this study 80,899 MSMEs, consisting of 65,559 MSMEs in Tangerang City, 14,283 MSMEs in South Tangerang City, and 65,559 MSMEs in Tangerang Regency. MSMEs, South Tangerang City with 14,283 MSMEs, and Tangerang Regency with 1,057 MSMEs. District as many as 1,057 MSMEs. The research method used in This study uses a quantitative research method. Research design research design uses explanatory research and descriptive research through a survey and questionnaire approach. and questionnaires. The sample size was 205 respondents and the analysis used in this study is Confirmatory Factor Analysis (CFA). Based on the results of the study, the following research findings were obtained Design E-Marketing, E-CRM, and Customer involvement capability partially or jointly have a positive and significant effect on competitive advantage with a contribution of 58%. E-CRM partially is the variable that has the greatest contribution value to competitive advantage. Design E-Marketing, E-CRM, Customer involvement capability and competitive advantage partially have a positive and significant effect on business performance. E-Marketing design, E-CRM, and Customer involvement capability and competitive advantage together have a positive and significant effect on business performance with a contribution of 76%. partially competitive advantage. is the variable that has the greatest contribution value to business performance. Based on the results of the calculation of direct effects and indirect effects, it shows that the effect of mediator variables in this study is full mediating. This means that the competitive advantage variable can be said to be a mediating variable for all exogenous variables in this study because competitive advantage fully acts as a mediating variable that determines the occurrence of improved business performance
| Item Type: | Thesis (disertasi) |
|---|---|
| Subjects: | Pascasarjana > ILMU MANAJEMEN s3 |
| Divisions: | Pascasarjana > Ilmu Manajemen (S3) |
| Depositing User: | PERPUSTAKAAN PASCASARJANA UNPAK |
| Date Deposited: | 21 Oct 2024 02:33 |
| Last Modified: | 21 Oct 2024 02:33 |
| URI: | http://eprints.unpak.ac.id/id/eprint/8520 |
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