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Journal : International Journal of Artificial Intelligence Research

Agility Marketing: Improving Marketing Performance with Customer Responsiveness, High Flexibility, Human Collaboration, and Continuous Improvement Verawaty, Verawaty
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.2.842

Abstract

This study aims to identify the relationship between the dimensions of agility marketing which include responsiveness to customers, high flexibility, human collaboration, and continuous improvement to improve marketing performance in the company. This research uses quantitative methods by collecting data through questionnaires distributed to respondents who work in marketing in the company. The total respondents taken were 150 people. The data were then analyzed using correlation techniques and SWOT analysis. The results showed that the four dimensions of agility marketing, namely responsiveness to customers, high flexibility, human collaboration, and continuous improvement, were positively and significantly related to marketing performance in the company. Responsiveness to customers and continuous improvement have the greatest contribution to improving marketing performance. This research shows that companies that implement agility marketing principles well will have better marketing performance. Responsiveness to customers and continuous improvement have a very important role in improving marketing performance in the company. Therefore, companies should focus on developing strategies that are able to increase responsiveness to customers and improve marketing performance continuously.
Co-Authors A. We Tenri Fatimah Singkeruang Abas, Sofyan Abdul Wahab Abin Suarsa Abjan, Wirawati Ade Kemala Jaya Ade Kemala Jaya Ade Kemala Jaya, Ade Kemala Adithya Puspita Sari Agustin, Utria Leoni Akbar, Hidayani Akmal Abdullah Alsri, Adelita Putri Ambarita, Desi Ratnasari Anantadjaya, Samuel PD Andi Makkulawu Panyiwi Kessi Anggraeni, Neng Hany Anshar, Muh. Ashary Aschel, Permata AYU LESTARI Azis, Murwinda Baharuddin, Megawaty Ceskakusumadewi Bayu Hardiono Benedicta Djarwati Muljani Ceskakusumadewi Ceskakusumadewi, Ceskakusumadewi Citra Indah Merina Dabur, Feliks Daniati Hi Arsyad Dhita Adriani Rangkuti Diawati, Prety Eko Ariawan Elisati, Elisati Elvi Zai, Fransiska Enjelita, Santa Erlin Dolphina Fidyah, Feny Francka Sakti Lee Frisca, Sanny Gafar, Masrin Geasela, Yemima Monica Guarto, Muji H.M, Rahmayati Hamdat, Aminuddin Hendrawan, Henky Hendy Tannady Ibrahim, Ukas Intan Puspanita Irawan, Haris Irdawati Irdawati Irene Puspa Dewi, Irene Puspa Irra Kurniawati Irra Kurniawati, Irra Irwan, Devi Damayanti Izzati, Izzati Johanes Fernandes Andry Karina Karina Karo, Mestiana Br. Kausar, Al KEZIA, KEZIA Klemens Mere Laksmitawati, Diah Ratih Lasri, Nopa M. Fahrul Husni Makduani, Rivai Makmur, Syarif Manoppo, Fiska Andini Manurung, Tumpal Margareta Margareta, Margareta Maria, Anna Marlindawati Marlindawati Mattarima Mattarima Megawati Megawati Megawati Megawati Meidiawati, Christine Miftahorrozi, Miftahorrozi Mohammad Sawir Muchsiddin, Murdin Muchsidin, Feronica Fungky Muchsidin, Murdin Muh. Ashary Anshar Muhammad Ibrahim Fikri MUHAMMAD RIZAL Muhammad Salindra Mujahid Mujahid, Mujahid Muji Guarto Muji Gunarto Mulwaningsari, Etty Musdalifah Musdalifah Nawangwulan, Irma M Nespy, Reza Ningsih, Suryana Nisa, Wa Ode Khairun Noviardy, Andrian Novitarum, Lilis Nuraeni Saeni Nur’aini, Andi Nurdiani, Tanti Widia Nurhidayah Nurhidayah Nursifa, Nursifa Nuryana, Arief Patanda, Alberthin Pawennei, Mulyati Perbawa, Prayudha Tegar Pratiwi AR, Dhita Puspa Dewi, Irene Puspita Sari Raharti, Rini Rahmawati, Sistya Ramdani, M. Ihsan Razak, Askari Restu Pratiwi Richa Rahmawati Rifai, Mesrawati Rita Zulbetti Rosnaini Daga Ruby Thohary Salam, Karta Negara Salim, Reny Santi Agustianti Sari, Ade Risna Selonni, Fita Septiani Fransisca Setri Ayu Lastari Sinabutar, Pola Paulina Siti Salwa Siti Soleha Srimiyati Sugeng Santoso Sugihyanto, Toto Sugiyanto - Suharto, Imam Supiani Supiani, Supiani Suzanna, Siti Talawa, Musdalifa Terzaghi, Muhammad Titan Thohary, Ruby Tita Mendala, Tita Tuty Taslim Widyanti, Yeni Yolanda Widiati Yolantri, Afriza Yuliastuti, Hilda