The Influence of Customer Relationship Management, Marketing Mix, Service Quality, Entrepreneurship Orientation to Competitive Advantages Its Impact on Marketing Performance of Public Market in Surabaya City

Budiarti, Endah (2019) The Influence of Customer Relationship Management, Marketing Mix, Service Quality, Entrepreneurship Orientation to Competitive Advantages Its Impact on Marketing Performance of Public Market in Surabaya City. Doctoral thesis, Untag 1945 Surabaya.

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Abstract

The purpose of this research is to analyze and prove the influence of customer relationship management (CRM), marketing mix, service quality and entrepreneurship orientation to competitive advantage and marketing performance, and to analyze and prove the influence of competitive advantage to marketing performance of public market in Surabaya City. The population in this research all units of the public market managed by PD Pasar Surya in Surabaya City and which is still active as much as 67 units of the public market. So the unit of analysis in this research is the public market that is still active under the management of PD Pasar Surya Surabaya. While the observation unit is a trader at P.D. Pasar Surya Surabaya. The number of public market traders at the moment is over 17,000. In this study, researchers measured the marketing performance of P.D Pasar Surya Surabaya based on customer perception. The sample used is 135 trader. The amount is spread in 67 units of market managed by PD Pasar Surya Surabaya. The model to be used in this research is the model of causality or relationship. To test the proposed hypothesis, the analysis technique used is SEM (Structural Equation Modeling), with AMOS statistic software. Customer relationship management has a significant effect on the competitive advantage of public market in Surabaya City. Marketing mix significantly influence the competitive advantage of public market in Surabaya City. Service quality significantly influence the competitive advantage of public market in Surabaya City. Entrepreneurship orientation has a significant effect on the competitive advantage of public market in Surabaya City. Customer relationship management not significant effect on marketing performance of public market in Surabaya City. Marketing mix significantly influence the marketing performance of public market in Surabaya City. Service quality has a significant effect on marketing performance of public market in Surabaya City. Entrepreneurship orientation has not significant effect on marketing performance of public market in Surabaya City. Competitive advantage significantly influence the marketing performance of public market in Surabaya

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: customer relationship management (CRM), marketing mix, service quality, entrepreneurship orientation, competitive advantage, marketing performance, public market
Subjects: H Social Sciences > HB Economic Theory
Q Science > Q Science (General)
Divisions: Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi
Depositing User: Didik Ahmad
Date Deposited: 11 Jan 2022 02:01
Last Modified: 11 Jan 2022 02:01
URI: http://repository.untag-sby.ac.id/id/eprint/13494

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