Analisis pengaruh internal marketing, budaya organisasi, komitmen organisasional pada orientasi pasar restoran di Kota Manado

Mendey, Nancy Herientta J (2017) Analisis pengaruh internal marketing, budaya organisasi, komitmen organisasional pada orientasi pasar restoran di Kota Manado. Doctor thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengalisis: pengaruh internal marketing terhadap orientasi pasar danpengaruh variabel mediasi budaya organisasi dan komitmen organisasional pada hubungan internal marketing dan orientasi pasar. Menggunakan metode kuantitatif terhadap data yang diambil dari seluruh populasi yaitu 65 restoran yang ada di kota Manado, dengan data yang dapat diuji sebanyak 60 unit. Analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa internal marketing berpengaruh secara langsung pada orientasi pasar. Budaya organisasi merupakan variabel mediasi pada hubungan internal marketing terhadap orientasi pasar,sedangkan komitmen organisasional bukan merupakanvariabel mediasi. Penerapan internal marketing, budaya organisasi, komitmen organisasional dan orientasi pasar pada restoran di Kota Manado sudah sangat baik. Oleh sebab itu disarankan untuk melakukan penelitian pada sektor pariwisata yang lain dengan menggunakan variabel yang sama.Orisinalitas penelitian ini terletak pada integrasi model yang diusulkan yakni internal marketing, budaya organisasi, komitmen organisasional dan orientasi pasar.

English Abstract

The objectives of the study are three fold. First, it intends to analyze the influence of internal marketing on market orientation in all Manado’s restaurant.. Second, it intends to find out the mediating role of organizational culture and commitment in the relationship between internal marketing and market orientation. Using quantitative methods, data were taken from restaurant managers/owners from the population of 65 restaurants in Manado city, from which only 60 units are applicable for the research. Instrument for data analysis is Partial Least Square (PLS). Results show that internal marketing has a significant influence on market orientation. Organizational culture has mediating influence on the relation between internal marketing and market orientation. Commitment organizational does not have a mediating influence on the relation between internal marketing and market orientation. All variables concerned in this research are found to have well commonly been managed in all Manado’s restaurants. Thus, the author of the research think that it is advisable for further research to expel the same variables in other tourism sectors.The originality of this research lies in the comprehensive and integrative model involving internal marketing, organizational culture and commitment and market orientation.

Item Type: Thesis (Doctor)
Identification Number: DIS/658.8/MEN//a/2017/061706584
Uncontrolled Keywords: CORPORATE CULTURE, ORGANIZATIONAL COMMITMENBT, MARKET SURVEYS, MARKETING, INDONESIA - MANADO
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Doktor Kimia, Fakultas MIPA
Depositing User: Nur Cholis
Date Deposited: 14 Aug 2017 02:01
Last Modified: 13 Dec 2020 14:34
URI: http://repository.ub.ac.id/id/eprint/1233
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