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All Journal JURNAL BISNIS STRATEGI EQUILIBRIUM IMAGE JURNAL ILMU MANAJEMEN DAN BISNIS International Journal of Artificial Intelligence Research Jurnal Manajemen Indonesia AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Jurnal Samudra Ekonomi dan Bisnis Business Innovation and Entrepreneurship Journal The International Journal of Business Review (The Jobs Review) Jurnal Riset Bisnis dan Manajemen Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Educenter: Jurnal Ilmiah Pendidikan INOTEK EDUCENTER JURNAL PENDIDIKAN INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen
Adib Sultan, Adib
Universitas Pendidikan Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Social Sciences Other

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Educational Empowerment for Marketing Staff: Linking Customer Relationship Orientation, Digital Banking, and R&D Cooperation in Bank BJB Megantara, Khandinar Shidik; Hurriyati, Ratih; Hendrayati, Heny; Sultan, Mokhamad Adib
Educenter : Jurnal Ilmiah Pendidikan Vol. 4 No. 2 (2025): Educenter: Jurnal Ilmiah Pendidikan
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/educenter.v4i2.1870

Abstract

This study investigates how Customer Relationship Orientation (CRO) and Digital Banking Orientation (DBO) influence Marketing Performance (MP) in Bank BJB, with Marketing Research and Development Cooperation (MRDC) as a moderating variable. Distinct from prior studies, this research introduces an educational perspective emphasizing how marketing staff empowerment through education, digital literacy, and continuous learning strengthens organizational adaptability and competence. Using a quantitative explanatory method, data were collected from 316 marketing personnel proportionally selected from 1,762 employees across Bank BJB’s regional branches. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that both CRO and DBO significantly enhance marketing performance, demonstrating that customer-focused and digitally adaptive strategies are essential for sustaining competitiveness in the banking sector. Moreover, MRDC strengthens these relationships by facilitating the translation of customer insights and technological innovation into more effective marketing strategies. The findings suggest that education-based empowerment, including training in digital banking systems, customer analytics, and R&D collaboration, is vital to develop marketing competence. Therefore, organizational learning and educational interventions should be institutionalized to foster innovation, responsiveness, and long-term performance in the banking sector.
Co-Authors Amelia, Emi Arissaputra, Rivaldi Asmara, Maisa Awalludin, Dudi Ayan, Syaiful Chairul Furqon, Chairul Christianingrum Disman Disman Emi Amelia Fanji Wijaya Fatricia, Wanda Femmy Effendy Gamayudha, Rangga Hari Mulyadi, Hari Hastuti, Suci Wiherni Dyah Heny Hendrayanti Heny Hendrayati Heri Purwanto Ifa Ratifah, Ifa Ratifah Januar, Muhammad Kamaludin, Ahmad Kusnendi, Kusnendi Kuswandi, Alek Lili Adi Wibowo Megantara, Khandinar Shidik Murweni, Ira Nanang Fattah Perdana, Yoga Ratih Huriyati Ratih Huriyati Ratih Hurriyati Suhono Suhono Sukma Nugraha Sumartini Sumartini Sunu Puguh Hayu Triono Surachman, Eka Tiar Lina Situngkir Vanessa Gaffar Widya Weullas