Pengaruh Lingkungan Eksternal Dan Internal Terhadap Strategi Pemasaran Dan Dampaknya Pada Kinerja Pemasaran

R Bambang. SM (STIE Krakatau)

Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis
Vol 2 No 1 (2018): Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis

Target of this research is to describe the external environment, internal environment, marketing strategy and marketing performance. Also,to determine the effect of the external and internal environment on the marketing strategy and these impact on marketing performance in the palm oil industry in the area of​​ South Sumatra, The study design used is a combination of descriptive design and verification. The data used are primary data obtained from questionnaires by officials representing each company as much as 125 companies. The analysis used in this research is descriptive statistics that describe the data, and structural equation modeling (SEM) to determine the effect of the research variable.The results showed that the influence of the external environment on marketing strategy is positive and significant; external influences on the performance of environmental marketing is also positive and significant; effect of marketing strategy on performance are positive and significant marketing; internal environmental influences on marketing strategy is positive and significant, and the effect internal environment on marketing performance is positive and significant. There are two kinds originality of this research. First, that is additional to the dimensions of marketing strategy. Secondly, there search on the influence of internal and external environment of the marketing strategy and the impact on oil palm companies in South Sumatera not been done before.