Pengaruh Market Orientation dan Human Capital terhadap Competitive Advantage dengan di Mediasi Dynamic Marketing Capability
DOI:
https://doi.org/10.60036/jbm.565Keywords:
Market Orientation, Dynamic Marketing Capabilities, Human Capital, Competitive AdvantageAbstract
Covid-19 mengakibatkan adanya perubahan pasar properti yang sangat dinamis. Sehingga perlu pendekatan yang optimal untuk mengikuti perubahan tren pasar tersebut. Dalam konteks ini peneliti hendak mengeksplorasi pengaruh market orientation dan human capital terhadap competitive advantage yang dimediasi dynamic marketing capabilities. Penelitian ini dilakukan terhadap 125 orang marketing properti yang tersebar di wilayah Jawa timur. Hasil penelitian ini menunjukan bahwa market orientation dapat berpengaruh positif terhadap competitive advantage secara langsung maupun dimediasi dynamic markering capabilities terlebih dahulu. Serta mengungkapkan pengaruh human capital yang tidak bisa langsung berpengaruh terhadap competitive advantage, namun harus dimediasi lebih dulu oleh dynamic marketing capabilities. Kemudian hasil penelitian ini memiliki implikasi penting yang menyarankan bahwa pimpinan harus sadar pentingnya pemahaman dan market orientation terhadap strategi persaingan dengan kompetitor. Serta, perlu adanya pengelolaan secara serius terhadap human capital agar dapat bermanfaat terhadap competitive advantage perusahaan.
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