Nuralam, Syukur (2012) Aplikasi Entrepreneurial Marketing dan Hubungannya dengan Persepsi Nilai Pelanggan pada Bisnis Ritel dalam Perspektif Co-Creation Experience (Studi pada Pusat Belanja di Kota Malang). Doctor thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk memahami secara lebih mendalam tentang aplikasi entrepreneurial marketing dan hubungannya dengan persepsi nilai pelanggan pada bisnis ritel dalam perspektif co-creation experience . Pendekatan penelitian ini menggunakan e mbedded mixed methods-correlational model yang bermakna bahwa data kualitatif ( less priority ) melengkapi pemahaman secara lebih mendalam tentang data kuantitatif ( greater priority ). Data kuantitatif diperoleh melalui kuesioner. Sebanyak 270 responden berpartisipasi: 135 responden dari unsur pengelola pusat belanja dan 135 respoden dari unsur pelanggan. Structural Equation Model (SEM) digunakan untuk menganalisis data. Alasannya adalah bahwa SEM mampu mengukur hubungan kausalitas di antara sejumlah unobserved (latent) variables . Terdapat dua belas hipotesis yang dibangun dan diuji untuk itu. Sedangkan, data kualitatif diperoleh melalui in-depth interviews. Hasil penelitian ini menunjukkan bahwa terjadi hubungan kausalitas antara aplikasi entrepreneurial marketing dengan persepsi nilai pelanggan di dalam co-creation experience . Meningkatnya aplikasi entrepreneurial marketing dan aplikasi lima dimensi entrepreneurial marketing : innovativeness, proactiveness, opportunity-driven, resource leveraging, dan value creation dapat meningkatkan persepsi nilai pelanggan; sementara, meningkatnya aplikasi dua dimensi entrepreneurial marketing : calculated risk-taking dan customer intensity ternyata tidak dapat meningkatkan persepsi nilai pelanggan. Di sisi lain, meningkatnya persepsi nilai pelanggan dan tiga dimensi nilai pelanggan: utilitarian value, social value, dan hedonic value ternyata dapat meningkatkan aplikasi entrepreneurial marketing.
English Abstract
The aim of this study is to clarify and to extend the conceptualization of the application of entrepreneurial marketing and its relationship with perceived customer value in retail business from the perspective of co-creation experience. The approach of the study applies e mbedded mixed methods-correlational model where qualitative data (less priority) add to deeply understand the quantitative data (greater priority). Quantitative data are obtained by questionnaires. There are totally 270 respondents participating: 135 respondents from the employees of the shopping centers and 135 respodents from the customers. Structural Equation Model (SEM) is used to analyze the data to measure the causal relationship among sets of unobserved (latent) variables. Twelve hypotheses are established and tested in this study. Meanwhile, qualitative data are obtained by in-depth interviews. The results of this study indicate that a definite causal relationship between the application of entrepreneurial marketing and perceived customer value within co-creation experience does exist. The increase of the application of entrepreneurial marketing as well as the increases of the applications of the five dimensions of entrepreneurial marketing: innovativeness, proactiveness, opportunity-driven, resource leveraging, and value creation result in the increase of perceived customer value; meanwhile, the increases of the applications of the other two dimensions of entrepreneurial marketing: calculated risk-taking and customer intensity in fact do not result in the increase of perceived customer value. On the other side, the increase of perceived customer value as well as the increases of the three dimensions of customer value: utilitarian value, social value, and hedonic value also result in the increase of the application of entrepreneurial marketing.
| Item Type: | Thesis (Doctor) |
|---|---|
| Identification Number: | DES/338.04/NUR/a/061303581 |
| Subjects: | 300 Social sciences > 338 Production > 338.04 Entrepreneurship |
| Divisions: | S2/S3 > Doktor Kimia, Fakultas MIPA |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 01 Jul 2013 15:03 |
| Last Modified: | 01 Jul 2013 15:03 |
| URI: | http://repository.ub.ac.id/id/eprint/160779 |
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