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Wimpi Sugeng Suyitno
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Pengaruh Marketing Capability terhadap Competititve Advantage melalui Customer Engagement dan Perceived Value sebagai variabel intervening pada PT Nutrifood Indoneisa di Surabaya Wimpi Sugeng Suyitno
Jurnal Strategi Pemasaran Vol 4, No 1 (2017): Jurnal Manajemen Pemasaran
Publisher : Jurnal Strategi Pemasaran

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Abstract

Penelitian ini bertujuan untuk menganalisa pengaruh dari Marketing Capability (Pricing, New Product Development, Channel Management, Marketing Communication, Selling, Market Information Management, Marketing Implementation) terhadap Competitive Advantage (Price, Quality, Delivery, Flexibility) pada PT Nutrifood Indonesia di Surabaya melalui Customer Engagement (Enthusiasm, Enjoyment, Attention, Absorption, Sharing, Learning, Endorsing) dan Perceived Value (Quality, Emotional, Price, Social) sebagai variabel intervening.Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden customer Nutrifood di Surabaya. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis
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