Eksekusi strategi pemasaran berbasis pasar: Pengembangan program pemasaran berorientasi pasar dan kinerja pemasaran
DOI:
https://doi.org/10.60036/jbm.1198Keywords:
Market-Driven Strategy, Strategy Execution, Market-Focused Program Development, Marketing Performance, Digital Marketing Capability, Marketing AnalyticsAbstract
Tujuan – Penelitian ini bertujuan menganalisis implementasi market-driven strategy execution melalui market-focused program development serta mengidentifikasi faktor-faktor yang memengaruhi marketing performance berdasarkan hasil kajian literatur terkini.
Desain/metodologi/pendekatan – Penelitian menggunakan metode Systematic Literature Review (SLR) dengan pendekatan PRISMA terhadap 20 artikel jurnal internasional bereputasi dan open access yang diterbitkan pada periode 2021–2026. Proses seleksi artikel dilakukan melalui tahapan identification, screening, eligibility, dan inclusion, kemudian dianalisis menggunakan descriptive qualitative synthesis.
Temuan – Hasil kajian menunjukkan bahwa keberhasilan implementasi market-driven strategy execution dipengaruhi oleh market orientation, digital marketing capability, customer engagement, marketing analytics, artificial intelligence, strategic agility, dan adaptive capability. Selain itu, implementasi strategi pemasaran modern semakin bergantung pada data-driven decision-making dan integrasi teknologi digital. Penggunaan marketing metrics seperti customer lifetime value, return on marketing investment, customer acquisition cost, dan engagement metrics berperan penting dalam mengevaluasi efektivitas strategi pemasaran.
Keterbatasan penelitian – Penelitian ini terbatas pada artikel jurnal open access yang dipublikasikan selama periode 2021–2026, sehingga belum mencakup seluruh publikasi yang relevan. Penelitian selanjutnya disarankan untuk memperluas cakupan database, menggunakan analisis bibliometrik atau meta-analysis, serta menguji kerangka konseptual yang dihasilkan melalui penelitian empiris pada berbagai konteks industri.
Implikasi – Hasil penelitian memberikan implikasi teoritis dengan memperkuat pemahaman mengenai integrasi antara market-driven strategy, market-focused program development, dan marketing performance. Secara praktis, penelitian ini memberikan rekomendasi bagi organisasi untuk meningkatkan kapabilitas digital, pemanfaatan marketing analytics, serta penggunaan marketing metrics dalam mendukung implementasi strategi pemasaran yang lebih efektif.
Kebaruan – Kebaruan penelitian ini terletak pada penyusunan sintesis konseptual yang mengintegrasikan market-driven strategy, market-focused program development, dan marketing performance ke dalam satu kerangka implementasi strategi pemasaran. Berbeda dengan penelitian terdahulu yang umumnya membahas ketiga konsep tersebut secara terpisah, penelitian ini memetakan hubungan antarkonstruk sekaligus mengidentifikasi peluang penelitian pada implementasi strategi pemasaran di era transformasi digital.
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