The Role of Competitive Advantage Mediates the Influence of Customer Relationship Marketing on Marketing Performance (Case Study at Rural Bank in Bali, Indonesia)



Abstract Views
316

Downloads
317

Citations

Share

##plugins.themes.bootstrap3.article.sidebar##

Submitted Jul 28, 2023
Published Sep 14, 2023
10.24018/ejbmr.2023.8.5.2130

Abstract viewed = 316 times

Table of Contents

##plugins.themes.bootstrap3.article.main##

This study aims to analyze the influence of customer relationship marketing on marketing performance with competitive advantage as a mediator. The sampling technique used is purposive sampling. The sample in this study was 53 employees at PT. BPR Bank Daerah Bangli (Perseroda). Data was obtained using a questionnaire. Data analysis in this study used the Partial Least Square (PLS). Results show CRM has a positive significant effect on marketing performance and also on competitive advantage. Competitive advantage has positive significant effects on marketing performance, and competitive advantage is proven as the mediator between CRM and marketing performance.

Keywords: competitive advantage customer relationship marketing marketing performance

Downloads

Download data is not yet available.

References

  1. Alawiyah, I., & Humairoh, P. N. (2017). The impact of customer relationship management on company performance in three segments. Jurnal Ilmiah Ekonomi Bisnis, 22(2), 132-144.
     Google Scholar
  2. Andarini, M., & Laely, N. (2019). Pengaruh customer relationship management terhadap keunggulan bersaing dalam meningkatkan kinerja pemasaran usaha kecil industri makanan di Bakorwil II Jawa Timur [The influence of customer relationship management on competitive advantage in improving the marketing performance of small food industry businesses in Bakorwil II East Java]. AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 12(2), 23–41.
     Google Scholar
  3. Apris, A., & Dahmiri, D. (2021). Relationship marketing dan cross selling terhadap kinerja pemasaran Pada Pt. Asuransi Umum Videi Kantor Pemasaran Jambi [Relationship marketing and cross selling on marketing performance at Pt. General Insurance Video Jambi Marketing Office]. Jurnal Manajemen Terapan Dan Keuangan, 10(02), 207–218.
     Google Scholar
  4. Augustia, S. Y., Raharjo, S. T., & Sutopo, S. (2019). Investigating the effect of customer relations quality and product excellence on marketing performance through product competitive advantage (Empirical Study at PT Bank Mega, Tbk). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 17(2), 103–118.
     Google Scholar
  5. Budiarti, E. (2018). Pengaruh customer relationship management, kualitas pelayanan, orientasi kewirausahaan terhadap keunggulan bersaing dan dampaknya pada kinerja pemasaran pasar Rakyat di Provinsi Jawa Timur [The influence of customer relationship management, service quality, entrepreneurial orientation on competitive advantage and its impact on the marketing performance of the people's market in East Java Province]. Seminar Nasional Hasil Penelitian Dan Pengabdian Masyarakat, 1(1), 190–212.
     Google Scholar
  6. Dewi, L. K. C., Wardana, I. M., Yasa, N. N. K., & Sukaatmadja, I. P. G. (2021). Entrepreneurial marketing, customer relationship marketing, inovasi produk, dan daya saing UKM: Konsep dan aplikasi dalam penelitian [Entrepreneurial marketing, customer relationship marketing, product innovation, and SME competitiveness: Concepts and applications in research]. Media Sains Indonesia.
     Google Scholar
  7. Fadhilah, Y., & Lesmana, C. I. (2021). Pengaruh marketing mix dan customer relationship marketing melalui keunggulan bersaing dalam meningkatkan market share perbankan Syariah [The influence of marketing mix and customer relationship marketing through competitive advantage in increasing the market share of Islamic banking]. Jurnal Dinamika Ekonomi Syariah, 8(1), 63–75.
     Google Scholar
  8. Fahrezi, M. I. (2021). Peran keunggulan bersaing dalam memediasi customer relationship managemen terhadap kinerja pemasaran pada Monica Elektronik Banda Aceh [The role of competitive advantage in mediating customer relationship management on marketing performance at Monica Elektronik Banda Aceh] [Unpublished master’s thesis]. Muhammadiyah University of Aceh Banda Aceh.
     Google Scholar
  9. Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: The role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163.
     Google Scholar
  10. Ginting, A. P., Giantari, I. G. A. K., & Sudiksa, I. B. (2020). Peran keunggulan bersaing dalam memediasi customer relationship management terhadap kinerja pemasaran (Studi kasus pada bank perkreditan rakyat se-provinsi Bali) [The role of competitive advantage in mediating customer relationship management on marketing performance (Case study of people's credit banks in Bali province). E-Jurnal Manajemen Universitas Udayana, 9(2), 508-527.
     Google Scholar
  11. Haji, S., Arifin, R., & Khoirul, M. (2017). Pengaruh orientasi kewirausahaan, inovasi produk, keunggulan bersaing terhadap kinerja pemasaran usaha cengkeh di Bawean [The influence of entrepreneurial orientation, product innovation, competitive advantage on the marketing performance of clove businesses in Bawean]. Jurnal Ilmiah Riset Manajemen, 6(02).
     Google Scholar
  12. Kumar, R. (2021). Resource relatedness and its effect on the performance of parent firm and foreign subsidiary. European Journal of Business and Management Research, 6(4), 302–305.
     Google Scholar
  13. Lidyana, V. (2020, June 17). Prediksi ekonomi RI di triwulan II-2020 [Prediksi ekonomi RI di triwulan II-2020]. Detik Finance. https://finance.detik.com/berita-ekonomi-bisnis/d-5056447/prediksi-ekonomi-ri-di-triwulan-ii-2020.
     Google Scholar
  14. Mapetere, D., & Manhiwa, T. E. R. (2023). Influence of resource allocation on strategy implementation in commercialised state enterprises in Zimbabwe’s Communication technology and courier services sector. European Journal of Business and Management Research, 9(5), 45–74.
     Google Scholar
  15. Organization for Economic Cooperation and Development-OECD. (2020). Pandemik Covid-19 menghantam keras perekonomian Emerging Asia, menurut sebuah laporan baru [Covid-19 pandemic strikes major blow against Emerging Asia economies, says new report]. OECD Development Center. https://www.oecd.org/dev/SAEO-2020-Update-PR-Indonesian.pdf.
     Google Scholar
  16. Prabowo, A., & Sukarno, G. (2019). Kontribusi customer relationship management dalam meningkatkan kinerja pemasaran melalui peran keunggulan bersaing [The contribution of customer relationship management in improving marketing performance through the role of competitive advantage]. Jurnal MEBIS (Manajemen Dan Bisnis), 4(1), 27–35.
     Google Scholar
  17. Puspaningrum, F. F. (2021). Menganalisa strategi balanced scorecard dan strategi map [Analyzing balanced scorecard and strategy map strategies] [Unpublished master’s thesis]. Pembangunan National Veteran University.
     Google Scholar
  18. Putra, M. A. A., & Dewi, L. K. C. (2022). Pengaruh customer relationship marketing dan kualitas pelayanan terhadap tingkat kepuasan anggota pada koperasi Candra Sedana Mengwi Badung [The influence of customer relationship marketing and service quality on the level of member satisfaction at the Candra Sedana Mengwi Badung cooperative]. Journal Research of Management, 3(2), 192–203.
     Google Scholar
  19. Putri, N. P. E., Darna, N., & Kasman. (2020). Pengaruh marketing mix dan customer relationship management terhadap keunggulan bersaing (Studi pada ZOYA cabang Tasikmalaya) [The influence of marketing mix and customer relationship management on competitive advantage (Study at ZOYA Tasikmalaya branch)]. Bussines Management and Enterpreneurship Journal, 2(2), 26-35.
     Google Scholar
  20. Rosadian, A. (2020). Pengaruh orientasi pelanggan dan orientasi kewirausahaan terhadap kinerja pemasaran dengan keunggulan bersaing sebagai variabel mediasi (Studi pada usaha mikro kuliner di kota Malang) [The influence of customer orientation and entrepreneurial orientation on marketing performance with competitive advantage as a mediating variable (Study of culinary micro-enterprises in Malang city)] [Unpublished master’s thesis]. University of Muhammadiyah Malang.
     Google Scholar
  21. Rundengan, M. G. (2019). Pengaruh bauran promosi, sales cycle, keunggulan bersaing, relationship merketing, cross selling, terhadap kinerja pemasaran produk asuransi jiwa pada PT. Asuransi Jiwa Brilife Kantor Wilayah Manado [The influence of promotional mix, sales cycle, competitive advantage, relationship marketing, cross selling, on the marketing performance of life insurance products at PT. Brilife Life Insurance Manado Regional Office]. Jurnal Riset Bisnis Dan Manajemen, 7(1), 15-30.
     Google Scholar
  22. Santoso, B. Y. D., & Sugiarto, Y. (2016). Pengaruh orientasi pasar dan customer relationship management terhadap kinerja pemasaran melalui keunggulan bersaing (Studi kasus pada warung makan sekitar alun-alun di kota Sragen) [The influence of market orientation and customer relationship management on marketing performance through competitive advantage (Case study of food stalls around the main square in the city of Sragen)]. Diponegoro Journal of Management, 5(3), 1–15.
     Google Scholar
  23. Soares, A. de C., & Dewi, L. K. C. (2019). Entrepreneurial marketing usaha kecil menengah (UKM) [Entrepreneurial marketing for small and medium enterprises (SMEs)]. Mandala Press.
     Google Scholar
  24. Sofyan, M. (2021). Kinerja BPR dan BPRS pada masa pandemi COVID-19 [BPR and BPRS performance during the COVID-19 pandemic]. The 2nd Seminar Nasional ADPI Mengabdi Untuk Negeri Pengabdian Masyarakat Di Era New Normal, 2(2), 6–12.
     Google Scholar
  25. Supeno, W., & Hendarsih, I. (2020). Kinerja kredit terhadap profitabilitas BPR pada masa pandemi Covid-19 [Credit performance on BPR profitability during the Covid-19 pandemic]. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
     Google Scholar
  26. Surono, S., & Candra, D. A. (2018). Pengaruh customer relationship marketing (CRM) dan kualitas pelayanan terhadap kepuasan nasabah [The influence of customer relationship marketing (CRM) and service quality on customer satisfaction]. Value: Jurnal Manajemen Dan Akuntansi, 10(2), 117–129.
     Google Scholar
  27. Syabania, R., & Rosmawarni, N. (2021). Perancangan aplikasi customer relationship management (CRM) pada penjualan barang pre-order berbasis website [Designing a customer relationship management (CRM) application for website-based sales of pre-order goods]. Jurnal Rekayasa Informasi, 10(1), 44–49.
     Google Scholar