Alvina Mumtaza Yusuf, . (2022) PENGARUH STRATEGI BAURAN PEMASARAN DIGITAL TERHADAP KINERJA PEMASARAN MELALUI PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT UMKM 4.0 DKI JAKARTA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study analyzed the marketing performance of MSME 4.0 DKI Jakarta. The research objectives are to examine the influence of marketing mix strategy and customer relationship management on marketing performance, as well as to examine the effect of digital marketing mix strategy on customer relationship management. This research is quantitative by distributing questionnaires to 215 owners or managers of MSME 4.0 in DKI Jakarta. Using the Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) alternative with the Smart-PLS 3.3.3 program. The results of data analysis show that: (1) Digital Marketing Mix Strategy has a significant effect on Customer Relationship Management MSME 4.0 DKI Jakarta (2) Customer Relationship Management has a significant effect on Marketing Performance of MSME 4.0 DKI Jakarta (3) Digital Marketing Mix Strategy has a significant effect on Marketing Performance MSME 4.0 DKI Jakarta.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | (No. Panggil : 2010121026) (Pembimbing 1 : Miguna Astuti) (Pembimbing 2 : Maria Bernadette Nani Ariani) (Penguji : Alfatih Sikki Manggabarani) |
| Uncontrolled Keywords: | MSME 4.0, marketing performance, digital marketing mix strategy, and customer relationship management |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | Alvina Mumtaza Yusuf |
| Date Deposited: | 12 Jul 2022 04:51 |
| Last Modified: | 12 Jul 2022 04:51 |
| URI: | http://repository.upnvj.ac.id/id/eprint/18181 |
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- PENGARUH STRATEGI BAURAN PEMASARAN DIGITAL TERHADAP KINERJA PEMASARAN MELALUI PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT UMKM 4.0 DKI JAKARTA. (deposited 12 Jul 2022 04:51) [Currently Displayed]
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