Internal Marketing, Customer Orientation, dan Marketing Performance (Studi pada Industri Handycraft Rajapolah)
DOI:
https://doi.org/10.47747/jnmpsdm.v6i4.3062Keywords:
Internal Marketing, Customer Orientation, Marketing Performance, UMKM, RajapolahAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran internal terhadap kinerja pemasaran melalui orientasi pelanggan sebagai variabel mediasi pada pelaku usaha kerajinan tangan di Rajapolah, Tasikmalaya. Data dikumpulkan melalui kuesioner yang disebarkan kepada 30 pengusaha kerajinan tangan. Analisis yang digunakan adalah uji validitas dan reliabilitas, uji asumsi klasik, analisis jalur, dan uji Sobel. Hasil penelitian menunjukkan bahwa semua indikator valid dan reliabel, dengan nilai Cronbach's Alpha lebih besar dari 0,96. Data terdistribusi normal (p > 0,10), tanpa terdeteksi heteroskedastisitas atau autokorelasi, meskipun multikolinearitas tinggi diamati antara variabel X dan Z. Analisis jalur menunjukkan bahwa pemasaran internal memiliki efek positif yang signifikan terhadap orientasi pelanggan (β = 1,1337; p < 0,001) dan kinerja pemasaran (β = 0,4427; p < 0,001). Orientasi pelanggan juga memiliki efek positif terhadap kinerja pemasaran (β = 0,5304; p < 0,001). Uji Sobel (z = 5.3446; p < 0.001) menegaskan bahwa orientasi pelanggan secara signifikan memediasi pengaruh pemasaran internal terhadap kinerja pemasaran, sebagian
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Copyright (c) 2025 Idam Muktiana, Rahadian Muhammad Dafa Mubarok , Depy Muhamad Pauzy , Dede Sonjaya
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