Rani, Asfida Parama and P’rof. Dr. Umar Nimran,, MA. and Prof. Dr. Djumilah Zain, SE. and Prof. Dr. Armanu'Thoyib, SE.,M.Sc (2006) Pengaruh Budaya Perusahaan Berorientasi Pasar Terhadap Kinerja Pemasaran (Studi Pada Prinsipal Dan Perantara Distribusi Minuman Kemasan Di Jawa Timur). Doktor thesis, Universitas Brawijaya.
Abstract
Kinerja pemasaran dipengaruhi oleh budaya perusahaan berorientasi pasar melalui perilaku berorientasi pasar dimoderasi oleh dinamika pasar. Penelitian ini bertujuan untuk menganalisis apakah terdapat pengaruh yang signifikan dari budaya perusahaan berorientasi pasar terhadap kinerja pemasaran yang dimoderasi oleh dinamika Pasar. Tipe penelitian ini adalah fundamental atau basic research , dengan metode survey dan eksplanatori. Populasi target adalah seluruh prinsipal dan perantaranya di Jawa Timur, dengan unit analisis Branch Manager, Asisten Manajer, Supervisor, Staf Admin dan Keuangan, dan Tenaga Penjualan Prinsipal dan Perantara. Sampel diambil dengan tehnik purposive judgement sebanyak 69 responden, data dikumpulkan dengan menggunakan kuisioner untuk Asisten Manajer, Supervisor, Staf Admin dan Keuangan, dan Tenaga Penjualan; metode wawancara dan interview untuk para Branch Manajer Prinsipal dan Perantara. Item dan variabel penelitian diukur dengan uji variabilitas dan reliabilitas, hipotesis dan mode! empirik penelitian diuji dengan Structural Equation Modelling (SEM), menggunakan software SmartPLS Ver. 1.01. Mode! budaya perusahaan berorientasi pasar yang dibentuk elemen norma berorientasi pasar, artifak berindikasi orientasi pasar, artifak tidak berindikasi pasar dan perilaku berorientasi pasar terbukti secara statistik berpengaruh signifikan terhadap kinerja pemasaran (pengaruh total=0,714). Variabel dinamika pasar juga terbukti secara signifikan memoderasi pengaruh variabel perilaku berorientasi pasar terhadap kinerja pemasaran yang ditunjukkan oleh penurunan besarnya pengaruh total, t-hitung dan Rsquare (pengaruh total=0,769->0,714; t-hitung=12,56->9,029; Rsquare=0,592->0,653). Dengan dipecahnya artifak menjadi dua dimensi, pengujian menghasilkan: norma berorientasi pasar berpengaruh signifikan positif terhadap artifak berindikasi orientasi pasar (pengaruh total=0,242; t-hitung=1,512; a=0,10), artifak tidak berindikasi orientasi pasar (pengaruh total=0,727; t-hitung=11,188; a=0,05), dan perilaku berorientasi pasar (pengaruh total=0,274; t-hitung=1,554; a=0,10). Model konseptual pengaruh budaya perusahaan berorientasi pasar terhadap kinerja pemasaran dengan moderasi dinamika pasar terbukti secara statistik yang didukung oleh Rsquare-VORPAS=0,673: Rsquare-AORPAS=0 ,058 ; RsquareATOPAS=0,528; Rsquare-PORPAS=0 ,453 , Rsquare-KINPAS=0,653 dan nilai predictiverelevance Qsquare-0,994 yang mendekati sempurna (1,00) . Pengujian ini membuktikan sintesa teori budaya perusahaan Schein dengan teori orientasi pasar berbasis perilaku dan kultural dapat memberikan kontribusi terhadap ilmu pengetahuan (the body of knowledge), khususnya teori budaya perusahaan berorientasi pasar khususnya di saluran distribusi. Lebih jauh, hasil uji statistik memperlihatkan pengaruh antar variabel penelitian dengan tingkat kesesuaian model memenuhi kriteria pengukuran; sehingga dapat disimpulkan, bahwa kekuatan eksplanatori dan relevansi prediktif dari model empirik dapat diterima dengan baik. Temuan ini juga mengajukan pentingnya peranan artifak sebagai penentu perilaku, khususnya artifak tidak berorientasi pasar; sehingga isu ini dapat dijadikan sebagai bahan kajian lebih lanjut pada penelitian mendatang.
English Abstract
Market performance is affected by market-oriented corporate culture through market-oriented behavior moderated by market dynamics. This research was aimed to analyze was any significant effects of market-oriented corporate culture to market performance that moderated by market dynamics. Type of this study was fundamental or basic research, used explanatory and survey method. Population target were all drink water principals and their intermeddlers in East Java, where analysis unit were Branch Manager of Distributor and or Sub-Distributor corporations, Assistant of Branch Manager, Supervisor, Administration & Finance staffs and Salespersons of both Principals and their intermeddlers. Samples took with purposive judgment technique and recorded 69 respondents. Data gathered by used set of questioners for Assistant of Branch Manager, Supervisor, Administration & Finance staffs and Salesperson, in-depth interview for Branch Managers. Items and variables in this research were measured by validity and reliability test. Theoritical model and its hypothesis were tested by Structural Equation Modeling, used software SmartPLS Ver. 1.01. This research model complied with all of fit and predictive relevance criteria’s that requested respectively, indicated goodness between mode! with data, so the model could be accepted as research model. Market-oriented corporate culture that build by norms for market-orientation, artifacts indicating existence of market-orientation, artifacts indicating absence of marketorientation and market-oriented behaviors was accepted stastistically had effect on marketing performance significantly (total effect=0.714). Market dynamics was also indicate moderated market-oriented corporate culture and marketing performance relationship, that shown by decreasing of total effect market-oriented behaviors on marketing performance (0.76940.714); and t-statistic (12.5649.029). Because of split artifact into two dimensions: norms for market orientation have significant positive effect on artifact indicate existence of market orientation (total effect=0.242; t-statistic=1.512; a=0.10), and also on artifact indicates absence of market orientation (total effect=0.727; t-statistic=11.188; a=0.05). Those constructs: norms, artifact indicates existence of market orientation, artifact indicate absence of market orientation had significant positive effect on market-oriented behaviors (total effect=0.274; t-statistic=1.554; a=0.10), while market-oriented behaviors had significant positive effect on market performance (total effect=0.714; t-statistic=0.029; a=0.05). Surprisingly, those findings showed inconsistency with previous empirical research a multilayer model of market-oriented organizational culture by Homburg and Pflesser (2000). Theoritical model the effect of market-oriented corporate culture on market performance moderated by market dynamics accepted statistically that supported by Rsquare-VORPAS=0 ,673;Rsquare-AORPAS=Q ,058 ; Rsquare-ATOPAS=Q,528; RsquarePORPAS=0,453; Rsquare-KINPAS=0,653 Qsquare-0,994. The model testing proved that synthesis corporate culture and market orientation based on behavior and cultural perspective theory could contributed to the body of knowledge, specifically market oriented corporate-culture approach on distribution channel. Furthermore , the common estimation of the mentioned effects results was supported. The statistical results showed the explanatory power and predictive relevance of the empiric model is good. These findings also suggest the important role of artifacts as determinant of market oriented behavior; especially artifact that indicate absence of market orientation. So, elaborated this issue should be considered in the further research
| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | - |
| Uncontrolled Keywords: | budaya perusahaan berorientasi pasar, budaya perusahaan, orientasi pasar, saluran distribusi-Market-oriented corporate culture, corporate culture, market orientation, distribution channel |
| Divisions: | S2/S3 > Doktor Ilmu Ekonomi, Fakultas Ekonomi dan Bisnis |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 18 Jul 2024 04:34 |
| Last Modified: | 18 Jul 2024 04:34 |
| URI: | http://repository.ub.ac.id/id/eprint/223892 |
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