STRATEGI PENGEMBANGAN DIGITAL MARKETING, ORIENTASI EKUITAS MERK, MARKETING INTERMEDIARIS DAN KINERJA PEMASARAN (Studi Lembaga Perbankkan Syariah di Wilayah Surakarta)

Aris Tri Haryanto, Septiana Novita Dewi

Abstract

Penelitian ini bertujuan untuk memverifikasi dan menguji model yang menggambarkan pengaruh Digital Marketing terhadap Kinerja Pemasaran yang di mediasi oleh orientasi ekuitas merek dan perantara pemasaran (marketing intermediaries). Populasi adalah pimpinan/manajer/eksekutif pemasaran lembaga perbankan syariah di wilayah Surakarta. Sampel diambil secara acak (random sampling) sejumlah 250 orang. Peneliti mengambil sampel sebesar 25% yaitu 240x25%= 60. Sehingga sampel dalam penelitian ini adalah sebanyak 60 pimpinan lembaga perbankkan syariah di wilayah Surakarta. Dengan tehnik random sampling, yaitu teknik pengambilan secara acak, sehingga kesempatan populasi untuk dijadikan sampel sama besar. Digital marketing berpengaruh positif dan signifikan terhadap orientasi ekuitas merk. Digital marketing berpengaruh positif dan signifikan terhadap marketing intermediaris. Digital marketing berpengaruh positif dan signifikan terhadap kinerja pemasaran. Orientasi ekuitas merk berpengaruh positif dan tidak signifikan terhadap kinerja pemasaran. Marketing intermediaris berpengaruh positif dan signifikan terhadap kinerja pemasaran. Hasil analisis jalur, dapat disimpulkan bahwa penggunaan variabel marketing intermediaris sebagai variabel intervening pengaruh digital marketing terhadap kinerja merupakan jalur paling efektif.

Keywords

Digital Marketing, Orientasi Ekuitas Merk, Marketing Intermediaris, Kinerja Pemasaran

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