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All Journal DFAME Digital Financial Accounting Management Economics Journal
Puri, Kartini Ratna
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Suara Karyawan dan Kepemimpinan Partisipatif dengan Mediasi Komitmen Organisasional terhadap Kinerja Pemasaran Hubungan Pelanggan pada UMKM Puri, Kartini Ratna; Sulistyanto, Tri Hadi
DFAME Digital Financial Accounting Management Economics Journal Vol 4 No 3 (2026): AGUSTUS
Publisher : Awatara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61434/dfame.v4i3.371

Abstract

This study examines how employee voice and participative leadership influence customer relationship marketing performance among MSMEs, with organizational commitment as a mediating variable. Drawing on Social Exchange Theory, the study conceptualizes customer relationship marketing performance as an organizational outcome shaped by reciprocal employee–organization relationships and psychological commitment. A quantitative cross-sectional survey was conducted among 300 MSME owners, managers, and employees directly involved in organizational, marketing, or customer-related activities in Purwakarta Regency, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 5,000 bootstrapping resamples. The results demonstrate that employee voice has a significant positive effect on organizational commitment, while participative leadership shows a stronger positive effect on organizational commitment. Organizational commitment also has a significant positive effect on customer relationship marketing performance. Furthermore, organizational commitment significantly mediates the relationships between employee voice and customer relationship marketing performance and between participative leadership and customer relationship marketing performance. These findings indicate that customer relationship marketing performance is not solely determined by external marketing practices but also by internal employee participation, leadership, and psychological attachment. The study contributes theoretically by extending Social Exchange Theory to explain customer-oriented outcomes in MSMEs and provides practical guidance for developing participative and commitment-oriented management practices.
Co-Authors Sulistyanto, Tri Hadi