Competitiveness, Marketing Access, and Network Capability and Its Impacts on Marketing Performance

Teguh Iman Sayekti; Euis Soliha

doi:10.15294/jdm.v7i2.8203

Competitiveness, Marketing Access, and Network Capability and Its Impacts on Marketing Performance

Teguh Iman Sayekti⁽¹⁾, Euis Soliha⁽²⁾,

DOI: https://doi.org/10.15294/jdm.v7i2.8203

(1) Faculty of Economics and Business, Stikubank University Semarang, Indonesia
(2) Faculty of Economics and Business, Stikubank University Semarang, Indonesia

Abstract

This study is to determine what factors influencingthe performance of SMEs. The population in this study is SMEs in the Central Java. Sample collection was conducted with a purposive sampling method. Criteriaused to take into accountis the SMEs that are already running at leastfortwo years. The sample in this study is intended as the representative of total population,67 (sixty seven). The data were processed and analyzed by computer program of SPSS 20 for Windows. Based on the results of regression analysis, it can be concluded that competitiveness has positive and significant impact on marketing performance marketing access has positive and significant impact on marketing performance. It means that the higher competitiveness and marketing access, the higher its performance. Competitiveness and marketing access have influence on SMEs performance through network capability.

Keywords

SMEs;Competitiveness;marketing access;network capability;performance

Full Text:

PDF

References

Ardani, W & Suprapti, N. W. S. 2012. Pengaruh Kualitas Layanan terhadap Kepuasan dan WOM. Jurnal Manajemen Udayana. 1 (2): 240-254.

Assael, H. 2001. Customer Behavior and Marketing Action, 6th ed. New York: Thomson.

Azizah, H. 2012. Pengaruh Kualitas Layanan Citra dan Kepuasan Terhadap Loyalitas Nasabah. Management Analysis Journal. 1 (2).

Baloglu, S. 2009. Dimensions of Customer Loyalty: Separating Friends from Well Wishers. Journal the Cornell Hotel and Restaurant Administration Quarterly. 43 (1): 47-59.

Bloemer, J. 1999. Linking Perceived Service Quality and Service Loyalty: a Multidimensional Perspective. European Journal of Marketing. 33 (11):1082-1106.

Engel, J. F. B, Roger, D & Miniard, P. W. l995. Edisi Keenam. Jilid 2. Perilaku Konsumen Terjemah. Jakarta: Binarupa Aksara.

Farida, N. 2014. Analisis Model Kepuasan terhadap Pembelian Ulang. Jurnal Dinamika Manajemen. 5 (2): 200-208.

Greg. M. T. 2004. Building the Buzz in the Hive Mind. Journal of Consumer Behaviour. 4 (1): 64-72.

Griffin, J. 2005. Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Edisi Revisi dan Terbaru. Jakarta: Erlangga.

Hasan, A. 2008. Marketing. Yogyakarta: Media Pressido.

Irawan, H. 2009. 10 Prinsip Kepuasan Pelanggan. Jakarta: PT. Elex Media Komputindo.

Jan, M. T., Abdullah, K & Shafiq, A. 2013. The Impact of Customer Satisfaction on Word of Mouth: Conventional Banks of Malaysia Investigated. International Journal of Information Technology and Computer Science. 10 (3): 14-23.

Kartajaya, H. 2010. Hermawan Kartajaya on Marketing. Jakarta: PT Gramedia Pustaka Utama.

Kailani, C & Ciobotar, N. 2015. Experiential Marketing: an Efficient Tool to Leverage Marketing Communication Impact on Consumer Behaviour. International Conference on Marketing and Business Development Journal. 1 (1): 281-287.

Kotler, P & Keller. K. L. 2009. Manajemen Pemasaran Edisi tiga belas Jilid 1. Jakarta: PT Indeks.

Lin, T. L. 2012. The Spark Wven Integrated Marketing Communicatios Meets WOM Marketing and Experience Marketing. New York Journal. 5 (5):70-85

Lovelock, C. H. & Lauren K. W. 2007. Manajemen Pemasaran Jasa. Jakarta: PT Indeks.

Lupiyoadi, R & A. Hamdani. 2013. Manajemen Pemasaran Jasa. Edisi ketiga. Jakarta: Salemba Empat.

Malhotra, N. K. 2009. Riset Pemasaran: Pendekatan Terapan, Jilid 1, Terjemahan. Jakarta: PT. Indeks.

Sallam, M. A. 2015. The Effects of Brand Credibility on Customers' WOM Communication: The Mediating Role of Brand Commitment. European Journal of Business and Social Sciences.4 (9): 164-176.

Nuryanto. 2012. Kualitas Layanan dan Positif Word of Mouth. Jurnal Dinamika Manajemen. 3 (2): 148-154.

Oeyono, J. T & Dharmayanti, D. 2013. Analisa Pengaruh Experiential Marketing terhadap Loyalitas Konsumen melalui Kepuasan sebagai Intervening Variabel di Tator Cafe Surabaya Town Square. Jurnal Manajemen Pemasaran. 1 (2): 1-9.

Putri, N. R & Suhariadi, F. 2013. Hubungan antara Kepuasan Pelanggan dengan WOM pada Pelanggan Klinik Kecantikan London Beauty Centre. Jurnal Psikologi Industri dan Organisasi. 2 (1): 1-8.

Schmitt, H. B. 1999. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: The Free Press.

Smilansky, S. 2009. Experiential Marketing a Practical Guide to Interactive Brand Experiences. London. Kogan Page Limited. Replika Press Pvt Ltd.

Sobel, M. E. 1982. Asymtotic Confidence Intervals for Indirect Effect in Structural Equation Models. In. S. Leinhardt (Ed). Sociological Methodology DC: American Sociological Association.

Taghizadeh, H., Taghipouria, M. J & Khazaei, A. 2013. The Effect of Customer Satisfaction on WOM Communication. Research Journal of Applied Sciences, Engineering and Technology. 5 (8): 2569-2575.

Tjiptono, F. 2014. Strategi pemasaran. Yogyakarta: PT ANDI.

Yuan, Yi H. E & Wu, C. K. 2008. Relationships Among Experiential Marketing, Experiential Value, And Customer Satisfaction. Journal of Hospitality & Tourism Research. 32 (3): 387-410.

Zeithaml, V. A & Bitner, M. Jo. (1996). Services Marketing: Integrating Customer Focus Across the Firm, 3rded. Boston: McGraw-Hill.

www.detik.com (Diakses pada 24 Maret 2015)

www.kemenag.go.id (Diakses pada 4 April 2015)

www.maktour.co.id. (Diakses pada 20 April 2015

www.news.manasik.info.com (Diakses pada 18 April 2015)

www.topbrandindex.com (Diakses pada 10 April 2015)