MODEL KAPABILITAS “CUSTOMER RELATIONSHIP MARKETING: PADA INDUSTRI TEPUNG TAPIOKA DI KABUPATEN PATI

• Main Author: Khoerul Umam
• Format: Article
• Language: Indonesian
• Published: Universitas Islam Sultan Agung Semarang 2017-01-01
• Series: Jurnal Ekonomi dan Bisnis
• Subjects: Market Information; Human Capital; CRM Capabilities and Marketing Performance.
• Online Access: http://jurnal.unissula.ac.id/index.php/ekobis/article/view/1610

This study aims to identify and analyze the influence of market information and human capital on the performance capabilities of CRM marketing company with variable inervening on tapioca starch industry in Pati regency with a sample size of 66 people. The sampling technique used in this research is purposive sampling. Analysis tools is the path analysis and the test results show that the human capital market information and found to have a positive and significant impact on CRM capabilities. Market information shown to have positive and significant impact on the performance of marketing, then the owner / entrepreneur will respond well to the changes that occur in the company, so as to improve the performance of the company’s marketing. Human capital has a positive and significant impact on the performance marketing, means that increasing human capital, the company can exploit and develop the knowledge, competencies and skills of its employees efficiently, so that will have an impact on increasing the company’s marketing performance. CRM capabilities have a significant positive effect on marketing performance. CRM capabilities are not able to become an intervening variable between market and human capital information with marketing performance. Thus the market information and human capital affects only the performance of the company’s marketing but not through CRM capabilities.