PENGARUH KAPABILITAS MARKETING DAN STRATEGI KOMPETITIF TERHADAP KINERJA BISNIS MELALUI PERAN MEDIASI KOMUNIKASI PEMASARAN (Study Kasus Produk Kecantikan MS Glow di Surabaya)
DOI:
https://doi.org/10.51804/jiso.v6i1.62-68Keywords:
business performance, competitive strategy, marketing capability, marketing communicationsAbstract
Penelitian ini bertujuan untuk mengetahui optimalisasi kapabilitas marketing serta strategi kompetitif melalui mediasi peran komunikasi pemasaran pada produk kecantikan yang mengakibatkan adanya pertumbuhan kinerja bisnis, Pada penelitian ini merupakan penelitian kuantitatif yang menggunakan metode survey kuesioner yang disebarkan pada beberapa distributor dan agen resmi salah satu brand produk kecantikan. Dengan melibatkan 100 responden didapatkan temuan bahwa komunikasi pemasaran pada industri kecantikan dengan brand MS Glow belum berjalan maksimal dan perlu adanya dorongan yang kuat mengenai factor-faktor lain yang mempengaruhinya. Penelitian ini juga mendapatkan hasil bahwa melakukan strategi marketing yang baik perlu dilakukan perubahan secara berkala sehingga mendapatkan hasil yang optimal.
ABSTRACT
This quantitative research focuses on the enhancement of marketing capabilities and competitive strategies through the mediating role of marketing communication in the beauty product industry, with the primary goal of promoting business performance growth. Using a questionnaire survey method, this research was conducted among several distributors and official agents of the MS Glow beauty product brand, involving a sample of 100 respondents. The research findings indicate that marketing communication, as a crucial mediating element in enhancing marketing capabilities and competitive strategies, has not been optimally implemented in the beauty industry focusing on the MS Glow brand. This suggests a need for strong intervention and impetus on other factors that influence the effectiveness of marketing communication.
Another finding indicates that improvements in marketing capabilities and competitive strategies can be achieved through periodic changes in marketing strategy. These changes can help ensure that the strategy remains relevant and effective in achieving desired business
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