Modal Sosial, Kualitas Informasi dan Kompetensi Pemasaran Dalam Hubungannya Dengan Kinerja Pemasaran : Studi pada Industri Kecil dan Menengah Garmen di Jawa Timur

Andriani, Nurita (2010) Modal Sosial, Kualitas Informasi dan Kompetensi Pemasaran Dalam Hubungannya Dengan Kinerja Pemasaran : Studi pada Industri Kecil dan Menengah Garmen di Jawa Timur. Doctor thesis, Universitas Brawijaya.

Abstract

Modal Sosial merupakan sumberdaya yang dibangun perusahaan untuk meningkatkan kinerja perusahaan terutama kinerja pemasaran. Dengan modal sosial diharapkan informasi yang dibutuhkan dapat berkualitas. Adanya informasi yang berkualitas dapat dimanfaatkan untuk strategi perusahaan untuk mengembangkan kompetensi pemasaran. Kompetensi pemasaran yang dapat menunjang kinerja adalah marketing intelligence dan marketing innovation. Penelitian tentang sumberdaya dikaitkan dengan strategi dan kinerja banyak difokuskan pada sumberdaya modal manusia, modal finansial dan modal fisik. Sumberdaya tersebut jarang memberikan keunggulan bersaing yang berkelanjutan karena relatif mudah ditiru, sehingga membuka celah untuk meneliti sumberdaya yang paling mungkin menjadi sumber keunggulan bersaing yaitu sumberdaya khas perusahaan yang dibangun dalam lingkungan sosialnya yang disebut modal sosial. Modal sosial yang dibangun akan mempengaruhi kualitas informasi yang diperoleh untuk mengembangkan kompetensi pemasaran. Banyak penelitian tentang kompetensi pemasaran secara umum tidak menjelaskan secara spesifik. Olehkarena itu berdasarkan celah penelitian, maka dalam penelitian ini dikembangkan tujuan penelitian yaitu menguji dan membuktikan secara empiris, apakah terdapat pengaruh modal sosial, kualitas informasi, marketing intelligence dan marketing innovation terhadap kinerja pemasaran. Semua ini dilakukan untuk menentukan modal sosial yang dibentuk yang mempengaruhi kualitas informasi yang berdampak pada pengembangan kompetensi pemasaran, selain itu untuk menentukan apakah marketing intelligence atau marketing innovation yang paling dominan mempengaruhi kinerja pemasaran. Hasil penelitian ini diharapkan memberikan kontribusi terhadap perusahaan dalam mengembangkan modal sosialnya dan mengembangkan kompetensi pemasarannya. Lokasi penelitian di wilayah Jawa Timur, dengan menggunakan Proposional area sampling diambil wilayah yang merupakan sentra dari produk garmen, yaitu Malang, Gresik dan Mojokerto. Dengan menggunakan sampel 117 pemilik/ manajer usaha kecil dan menengah garmen, alat analisis yang digunakan adalah SEM. Hasil penelitian menunjukkan bahwa komitmen merupakan hal paling penting dalam membangun modal sosial. Membangun modal sosial dapat meningkatkan kualitas informasi yang diterima dan modal sosial dapat meningkatkan kinerja pemasaran. Melalui kualitas informasi yang tinggi modal sosial dapat meningkatkan marketing intelligence dan marketing innovation . Marketing Intelligence merupakan kompetensi pemasaran yang dominan dalam meningkatkan pemasaran. Kualitas Informasi belum mampu berkontribusi terhadap kinerja pemasaran secara langsung, tetapi melalui marketing intelligence

English Abstract

Social Capital is resource a company would build to increase the company performance especially the marketing performance. It is the social capital that the required information is expected to be meaningful. By acquiring the meaningful information, the company will be able to determine its strategy to develop the marketing competence. The useful marketing competences for supporting the performance are marketing intelligence and innovation . The study on resource related to the strategy and performance usually focuses on human, financial, and physical capital resources. However, since the resources mentioned above are easily imitated, they rarely put the company in long lasting competitiveness advantage. This promotes a quest to search the most probable resources to be the company competitiveness advantage. The quest results in the unique company resources built inside its social environment called social capital. The social capital built by the company will affect the quality of acquired information used for developing the marketing competence. Studies on marketing competences generally were unspecific. Therefore, based on the research opportunity, this research is to test and prove empirically whether the social capital, information quality, marketing intelligence, and marketing innovation influence the marketing performance. These measures are taken to determine whether the cultured social capital affects the quality of information which influences the development of marketing competence. Furthermore, this study also aims to prove whether marketing intelligence and innovation were the dominant factors in marketing performance. The result of this study is hoped to contribute to the company in developing its social capital and facilitating its marketing competence. The study on resource related to the strategy and performance usually focuses on human, financial, and physical capital resources. However, since the resources mentioned above are easily imitated, they rarely put the company in long lasting competitiveness advantage. This promotes a quest to search the most probable resources to be the company competitiveness advantage. The quest results in the unique company resources built inside its social environment called social capital. The social capital built by the company will affect the quality of acquired information used for developing the marketing competence. Studies on marketing competences generally were unspecific. Therefore, based on the research opportunity, this research is to test and prove empirically whether the social capital, information quality, marketing intelligence, and marketing innovation influence the marketing performance. These measures are taken to determine whether the cultured social capital affects the quality of information which influences the development of marketing competence. Furthermore, this study also aims to prove whether marketing intelligence and innovation were the dominant factors in marketing performance. The result of this study is hoped to contribute to the company in developing its social capital and facilitating its marketing competence. This study was located in East Java, and using Proportional Area Sampling taken from the central of textile industry, such as Malang, Gresik, and Mojokerto. Using the sample of 117 owners/ managers of small and medium scale textile industries, the analytical device was using SEM. The result of the study showed that commitment is the most important factor in building the social capital. The nurturing of social capital can increase the information quality acquired and the marketing performance. Through the high-grade information quality, the social capital will increase both marketing intelligence and innovation. Marketing intelligence is dominant marketing competence in increasing marketing. Information quality has yet to contribute directly to the marketing performance, however, the marketing intelligence and innovation can support the development of marketing performance.

Item Type: Thesis (Doctor)
Identification Number: DIS/658.8/AND/m/061002567
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Doktor Kimia, Fakultas MIPA
Depositing User: Unnamed user with email heriprayitno@ub.ac.id
Date Deposited: 17 Jan 2011 08:54
Last Modified: 17 Jan 2011 08:54
URI: http://repository.ub.ac.id/id/eprint/160636
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