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All Journal International Journal of Artificial Intelligence Research Educenter: Jurnal Ilmiah Pendidikan EDUCENTER JURNAL PENDIDIKAN
Megantara, Khandinar Shidik
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Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions

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Marketing R&D Cooperation as a Mediator Between Customer Relationship Orientation, Digital Banking Orientation, and Marketing Performance at bank bjb Megantara, Khandinar Shidik; Hurriyati, Ratih; Hendrayati, Heny; Sultan, Mokh. Adib
International Journal of Artificial Intelligence Research Vol 9, No 1.1 (2025)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v9i1.1.1584

Abstract

This study investigates how Customer Relationship Orientation (CRO) and Digital Banking Orientation (DBO) affect Marketing Performance (MP) through the mediating role of Marketing Research and Development Cooperation (MRDC) at Bank BJB. The population consisted of 1,762 marketing and R&D employees in Indonesia, with 316 respondents selected using proportional random sampling. Data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that both CRO and DBO significantly influence MRDC, which in turn mediates their effect on MP. Among the dimensions, Strategic Digital Commitment had the strongest contribution within DBO, while the technology aspect was dominant in CRO. These findings highlight the critical role of marketing–R&D collaboration and digital integration to increase marketing performance. The study offers practical implications for managers to strengthen digital-based strategies, improve product/service innovation, and enhance customer engagement. It also provides theoretical contributions by linking relationship orientation, digital orientation, and R&D cooperation in the banking sector, and also giving suggestion on directions for future research.
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.
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 Adib Sultan, Adib Heny Hendrayati Ratih Hurriyati