Market Sensing Capability and Customer Relationship Management on Marketing Performance: Role E-Marketing Strategy

Abstract

This study aims to investigate the effect of market sensing capability (MSC), customer relationship management (CRM) and Electronic-marketing strategy (e-MS) on marketing performance (MP). This study tries to solve the gap between market sensing capability and marketing performance. Respondents of this study were 192 owners or leaders of Muslim fashion SMEs in Central Java. A hierarchical regression analysis was used for data analysis. The results showed that market sensing capability and customer relationship management have a significant effect on e-marketing strategy and marketing performance. Furthermore, e-marketing strategy can mediate the relationship between market sensing capability and customer relationship management with marketing performance.   Keywords—Market Sensing Capability; Customer Relationship Management; e-Marketing Strategy; Marketing PerformanceTujuan penelitian ini ingin mengivestigasi pengaruh market sensing capability (MSC), customer relationship management (CRM) dan e-marketing strategy terhadap kinerja pemasaran. Penelitian ini mencoba memecahkan perbedaan hasil penelitian antara market sensing capability dengan kinerja pemasaran. Responden dalam  penelitian ini pemilik atau pimpinan UMKM  busana muslim sebanyak 192 orang. Regresi linier berganda digunakan untuk menganalis data. Hasil penelitian menunjukkan market sensing capability dan customer relationship management berpengaruh signifikan terhadap e-marketing strategy dan kinerja pemasaran. Selanjutnya e-marketing strategy memediasi hubungan antara market sensing capability dan customer relationship management dengan kinerja pemasaran. Kata Kunci—Market Sensing Capability; Customer Relationship Management; e-Marketing Strategy; Marketing Performance