Syntax Literate: Jurnal Ilmiah Indonesia
Jurnal Ilmiah Indonesia

The Influence of Cross-Functional Marketing Capabilities on Marketing Ambidexterity

Peppy Fachrial (Management of Transportation, Institusi Transportasi dan Logistik Trisakti, Indonesia)
Lira Agusinta (Management of Transportation, Institusi Transportasi dan Logistik Trisakti, Indonesia)

Article Info

Publish Date
21 Feb 2022

Abstract

Untuk menjalankan strategi marketing ambidexterity diperlukan adanya kerjasama dan koordinasi lintas fungsi pemasaran dan fungsi-fungsi lainnya di dalam perusahaan. Cross-functional marketing capabilities (C-FMCap) dapat membantu memaksimalkan marketing ambidexterity. Terdapat tiga dimensi yang memberikan kontribusi pada C-FMCap yang meliputi: brand management, new product development, dan customer relationship management. Berdasarkan hasil pengujian hipotesis didapatkan nilai koefisien jalur cross-functional marketing capabilities terhadap marketing ambidexterity sebesar 0,44 dengan T-Values sebesar 4,131 dan P Values 0,000 (< 0,05). Untuk itu dapat disimpulkan bahwa terdapat pengaruh positif dan signifikan Cross-Functional Marketing Capabilities (C-FMCap) terhadap marketing ambidexterity

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Journal Info
Syntax Literate: Jurnal Ilmiah Indonesia
Website

Abbrev

syntax-literate

Publisher

Syntax Corporation Indonesia

Subject

Humanities Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

Description

Syntax Literate: Jurnal Ilmiah Indonesia is a peer-reviewed scientific journal that publishes original research and critical studies in various fields of science, including education, social sciences, humanities, economics, and engineering. The journal aims to provide a platform for researchers, ...