Peran Digital Marketing dan Orientasi Pasar terhadap Kinerja Pemasaran dengan Memanfaatkan Keunggulan Bersaing (Industri Gerabah Banyumulek)
DOI:
https://doi.org/10.36636/dialektika.v10i2.7734Kata Kunci:
Digital Marketing, Orientasi Pasar, Keunggulan Bersaing, Kinerja PemasaranAbstrak
Penelitian bertujuan menguji pengaruh digital marketing dan orientasi pasar terhadap kinerja pemasaran serta keunggulan bersaing sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif. Populasi yaitu industri gerabah. Sampel penelitian sebanyak 100. Teknik pengambilan sampel dengan probability sampling. Data diperoleh dengan cara penyebaran kuesioner. Alat analisis menggunakan Smart PLS. Hasil uji hipotesis dengan melihat nilai P-value<0,05 dapat dikatakan hipotesis diterima. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif terhadap kinerja pemasaran sedangkan orientasi pasar berpengaruh negatif terhadap kinerja pemasaran. Keunggulan bersaing memperkuat pengaruh antara digital marketing terhadap kinerja pemasaran dan keunggulan bersaing memperlemah pengaruh antara orientasi pasar terhadap kinerja pemasaran. Implikasinya dapat meningkatkan literasi digital untuk mengurangi ketergantungan industri pada pemasaran tradisional sehingga produk gerabah dapat bersaing dengan kerajinan modern lainnya. Saran untuk penelitian selanjutnya menambah variabel penelitian seperti strategi pemasaran dan kualitas produk.
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