MEMBANGUN MASLAHAH BRAND RESONANCE: UPAYA PENINGKATAN MARKETING PERFORMANCE

SETYARINI, ANY (2023) MEMBANGUN MASLAHAH BRAND RESONANCE: UPAYA PENINGKATAN MARKETING PERFORMANCE. Doctoral thesis, UNIVERSITAS ISLAM SULTAN AGUNG.

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Abstract

This study aims to explore a new conceptual model that can fill the limitations of previous research studies and research gaps between the integration of brand resonance issues with marketing performance centered on the concept of Dynamic Marketing Capability and Image positioning advantage. The concept of Maslahah Brand Resonance is expected to trigger an increase in image positioning advantage. The population in this study were Muslim fashion UKMs in Central Java with a total of 250 questionnaires distributed. Data analysis used in this research is Structural Analysis Modeling (SEM) with AMOS Software version 24. The results show that Sensing Marketing Capability has an influence on Maslahah Brand Resonance, Learning Marketing Capability has an effect on Maslahah Brand Resonance, Maslahah Brand Resonance has an influence on Image Positioning Advantage, Image Positioning Advantage has an effect on Marketing Performance and Maslahah Brand Resonance has an effect on Marketing Performance. Keywords: Sensing Marketing Capability, Learning Marketing Capability, Maslahah Brand Resonance, Brand Resonance, Image Positioning Advantage, Marketing Performance

Item Type:	Thesis (Doctoral)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Pascasarjana Pascasarjana > Program Doktor Ilmu Manajemen
Depositing User:	Pustakawan 4 UNISSULA
Date Deposited:	11 Jan 2024 04:03
Last Modified:	11 Jan 2024 04:03
URI:	http://repository.unissula.ac.id/id/eprint/32913

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