Peningkatan Competitive Advantage Melalui Customer Relationship Management Berbasis Human Capital dan Marketing Intelligence

Asninda, Salsabila Ndaru Ayu (2021) Peningkatan Competitive Advantage Melalui Customer Relationship Management Berbasis Human Capital dan Marketing Intelligence. Undergraduate thesis, UNIVERSITAS ISLAM SULTAN AGUNG.

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ABSTRAK.pdf
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PERNYATAAN PUBLIKASI.pdf
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DAFTAR ISI.pdf
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Abstract

ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variabel Human Capital dan Marketing Intelligence terhadap Competitive Advantage serta Customer Relationship Management (CRM) sebagai variabel interverning. Data dalam penelitian ini menggunakan data primer dengan penyebaran kuesioner sebanyak 98 responden UMKM Kuliner di Kota Semarang. Teknik pengambilan sampel penelitian menggunakan metode purposive sampling. Pengujian penelitian ini menggunakan analisis regresi berganda dan untuk menguji pengaruh variabel interverning diuji menggunakan uji sobel test. Hasil penelitian ini menunjukkan bahwa (1) Human Capital berpengaruh positif terhadap CRM. (2) Marketing Intelligence berpengaruh positif terhadap CRM. (3) Human Capital berpengaruh positif terhadap Copetitive Advantage. (4) Human Capital berpengatuh positif terhadap Competitive Advantage. (5) CRM berpengaruh positif terhadap Competitive Advantage. Kata Kunci : Human Capital, Marketing Intelligence, Customer Relationship Management (CRM), dan Competitive Advantage.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi
Fakultas Ekonomi > Manajemen
Depositing User: Pustakawan 3 UNISSULA
Date Deposited: 09 Feb 2022 04:34
Last Modified: 09 Feb 2022 04:34
URI: http://repository.unissula.ac.id/id/eprint/22116

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