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All Journal Dinasti International Journal of Management Science
Sumantri Sumantri
PhD Student, Faculty of Economics and Business, Jambi University, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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Analysis of Marketing Strategy on Financial Performance Through Marketing Performance with Environmental Uncertainty as Moderating Variable in Islamic Banks in Jambi Sumantri Sumantri; Amri Amir; Tona Aurora Lubis; Rike Setiawati
Dinasti International Journal of Management Science Vol. 4 No. 2 (2022): Dinasti International Journal of Management Science (November - December 2022)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v4i2.1482

Abstract

This study aims to analyze the marketing strategy on financial performance through marketing performance with environmental uncertainty as a moderating variable in Islamic banks in Jambi. The sample in this study was 40 people/respondent, the data analysis technique used SEM-PLS with the help of the SmartPLS application. The findings in this study: 1. There is a positive and significant influence between marketing strategies on the marketing performance of Islamic banks in Jambi Province. 2. There is a positive and significant influence between the marketing strategy on the financial performance of Islamic banks in Jambi Province. 3. There is a Positive and Significant Influence between Marketing Strategy on Marketing Performance Moderated by Environmental Uncertainty of Islamic Banks in Jambi Province. 4. There is a Positive and Significant Influence between Marketing Strategy on Financial Performance Moderated by Environmental Uncertainty of Islamic Banks in Jambi Province. 5. There is a Positive and Significant Influence between Marketing Performance on Financial Performance in Islamic Banks in Jambi Province. 6. There is a Positive and Significant Effect between Marketing Strategy on Financial Performance through Marketing Performance at Islamic Banks in Jambi Province. All research findings have met the conditions that must be met in the SEM-PLS model.
Co-Authors Amri Amir Rike Setiawati Tona Aurora Lubis