Kontributor Kinerja Pemasaran dari Aspek Reward, Individu dan Kreatifitas Strategi Pemasaran

Hendro Tanoko

Abstract

Tujuan penelitian ini adalah untuk menganalisis dan membuktikan secara empiris tentang pengaruh reward, pengaruh kinerja individu, dan kreatifitas strategi pemasaran terhadap kinerja pemasaran KJKS BMT BUS Lasem Kabupaten Rembang. Penelitian ini dilakukan terhadap karyawan pemasaran disemua cabang KJKS BMT Bina Ummat Sejahtera. Pengumpulan data dilakukan dengan kuesioner dengan jumlah sampel sebanyak 170 responden yang 78 responden wanita dan 92 responden pria. Teknik analisis data yang digunakan adalah dengan Structural Equation Model (SEM) dengan menggunakan program AMOS karena memungkinkan kombinasi antara analisis faktor dan analisis regresi berganda. Hasil penelitian menunjukkan bahwa variabel reward dan kinerja individu berpengaruh secara signifkan terhadap kreatifitas strategi pemasaran dan kinerja pemasaran.

 


The aim of this study are to analyze and to prove empirically the influence of reward, individual, and creative marketing strategies toward marketing performance KJKS BMT BUS Lasem Rembang District. The research was conducted on marketing employees in all branches of Ummah Welfare Bina KJKS BMT. Data was collected through a questionnaire with a sample of 170 respondents which there were 78 female respondents and 92 male respondents. Structural Equation Model (SEM) is used  as data analysis technique with the combination of factor analysis and multiple regression analysis. The results showed that the variables and the reward of individual performance are significantly influential toward the creativity of the marketing strategy and marketing performance.

Keywords

Reward; Individual performance; Marketing strategy; Marketing performance

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References

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