MASFUFAH, INTAN (2019) RELATIONAL SELLING STRATEGY ON SMALL AND MEDIUM ENTERPRISE OF MUSLIM FASHION IN INDONESIA : ANTECEDENT AND CONSEQUENCE. Undergraduate thesis, Universitas Islam Sultan Agung.

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Abstract

Penelitian ini didasari adanya ketidakpastian hubungan antara market sensing capabilities dalam meningkatkan marketing performance suatu perusahaan. Untuk mengatasi research gap tersebut, kami menawarkan relational selling strategy sebagai solusi atau mediasi. Perusahaan-perusahaan dengan relational selling strategy yang baik, dapat meningkatkan marketing performance. Penelitian ini mengkaji lebih mendalam tentang relational selling strategy berkaitan dengan Antecedent brand management capabilities dan market sensing capabilities, serta variabel Consequence marketing performance. Metode pengumpulan data dilakukan dengan cara penyebaran kuesioner terhadap 166 pengusaha UMKM Busana Muslim di Jawa Tengah.
Berdasarkan hasil analisis data responden ditemukan bahwa brand management capabilities berpengaruh signifikan terhadap relational selling strategy, market sensing capablities berpengaruh signifikan terhadap relational selling strategy, brand management capabilities berpengaruh signifikan terhadap marketing performance, market sensing capabilities berpengaruh signifikan terhadap marketing performance, relational selling strategy berpengaruh signifikan terhadap marketing performance, dan relational selling strategy terbukti dapat menjadi variabel intervening sehingga dapat memediasi brand management capabilities dan market sensing capabilities terhadap marketing performance.

Kata Kunci : Brand Management Capabilities, Market Sensing Capabilities, Relational Selling Strategy, dan Marketing Performance.

Dosen Pembimbing:	Hendar, Hendar | nidn0602016301
Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi Fakultas Ekonomi > Manajemen
Depositing User:	Pustakawan Reviewer UNISSULA
Date Deposited:	23 Jan 2020 06:33
Last Modified:	23 Jan 2020 06:33
URI:	https://repository.unissula.ac.id/id/eprint/15404

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