ANALISIS KINERJA PEMASARAN UMKM FASHION KREATIF DI JAKARTA

Rifai Kukuh Widiyanto, . (2024) ANALISIS KINERJA PEMASARAN UMKM FASHION KREATIF DI JAKARTA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the marketing performance of the fashion SME industry in Jakarta. The objective of this research is to examine the influence of marketing skills and customer relationship management on marketing performance through competitive intensity. This research is quantitative, involving the distribution of questionnaires to 240 SME practitioners. It uses the Structural Equation Modeling (SEM) method with the alternative Partial Least Squares (PLS) approach, employing the Smart-PLS 4.0 program. The data analysis results indicate that: (1) Marketing skills have a significant effect on marketing performance through competitive intensity in the fashion industry in Jakarta. (2) Meanwhile, customer relationship management has a direct effect on marketing performance without considering competitive intensity in the fashion industry in Jakarta.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2210122040] [Pembimbing: Jubaedah] [Penguji 1: Prasetyo Hadi] [Penguji 2: Alfatih S Manggabarani]
Uncontrolled Keywords: Marketing Performance, Marketing Skill, Customer Relationship Management, Competitive Intensity
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: RIFAI KUKUH WIDIYANTO
Date Deposited: 24 Aug 2024 02:01
Last Modified: 24 Aug 2024 02:01
URI: http://repository.upnvj.ac.id/id/eprint/32485

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