The effects of entrepreneurial orientation and organizational learning on marketing capability in supply chain management

Abstract

Research continues on supply chain management for environmentally friendly business products in supporting business continuity with strategic management in RBV theory. This study is accomplished through the health protocols and support government discourse during the COVID-19 period with a business strategy of learning, knowledge, entrepreneurship in implementing business change methods effectively and efficiently. The purpose of the study is to increase consumer satisfaction through entrepreneurial orientation, organizational learning, online marketing capabilities to get market needs and products that consumers accept and to build business strategies in resource-based business activities. The results show that entrepreneurial orientation and organizational learning significantly increased marketing capabilities and significantly increased customer satisfaction during the weak economy. Apart from that, organizational learning also significantly increases customer satisfaction. The Body Shop is a product made from environmentally friendly raw materials in a professional manner in the best processing, packaging and delivery to maintain relationships with consumers. The quantitative research method uses SPSS 23.0 and SEM AMOS 23.0 from distributing questionnaires to 100 consumers in Central Kalimantan and 100 consumers in South Kalimantan. The implication of this research is aimed at body shop companies that have outlets in Central and South Kalimantan in order to utilize technology to build business relationships and maintain consumer confidence in body shop products.