PENGARUH, MODAL SOSIAL, KUALITAS INFORMASI, DAN KOMPETENSI PEMASARAN TERHADAP KINERJA PEMASARAN (STUDI PADA INDUSTRI KECIL DAN MENENGAH GARMEN DI JAWA TIMUR)
ABSTRACT: The study on
resource related to the strategy and performance usually focuses on human,
financial, and physical capital resources. However, since the resources
mentioned above are easily imitated, they rarely put the company in long
lasting competitiveness advantage. This promotes a quest to search the most probable
resources to be the company competitiveness advantage. The quest results in the
unique company resources built inside its social environment called social
capital. The social capital built by the company will affect the quality of
acquired information used for developing the marketing competence. Studies on
marketing competences generally were unspecific. Therefore, based on the
research opportunity, this research is to test and prove empirically whether
the social capital, information quality, marketing intelligence, and marketing
innovation influence the marketing performance. This study also aims to prove
whether marketing intelligence and innovation were the dominant factors in
marketing performance.. The result of the study showed that commitment is the
most important factor in building the social capital. The nurturing of social
capital can increase the information quality acquired and the marketing
performance. Through the high-grade information quality, the social capital
will increase both marketing intelligence and innovation. Marketing
intelligence is dominant marketing competence in increasing marketing.
Information quality has yet to contribute directly to the marketing
performance, however, the marketing intelligence and innovation can support the
development of marketing performance.
Keywords: Social Capital,
Marketing Information Quality, Marketing Intelligence, Marketing Innovation,
Marketing Performance
Penulis: Nurita Andriani,
Djumilah Zain
Kode Jurnal: jpmanajemendd100070
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