PERAN CRM MEMEDIASI BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KINERJA PEMASARAN PADA PRODUK MORTAR DEMIX DI CV. SURYA MITRA AGUNG BALI: The Role of CRM in Mediating Marketing Mix and Service Quality on Marketing Performance on Mortar Demix Products at CV. Surya Mitra Agung Bali

I Made Prama Wibawa (Fakultas Pariwisata, Bisnis, dan Pendidikan, Universitas Triatma Mulya)
Luh Komang Candra Dewi (Fakultas Pariwisata, Bisnis, dan Pendidikan, Universitas Triatma Mulya)
Herindiyah Kartika Yuni (Fakultas Pariwisata, Bisnis, dan Pendidikan, Universitas Triatma Mulya)

Ganec Swara
Vol. 19 No. 3 (2025): September 2025

Business competition in the building materials sector requires companies to improve their marketing performance through the right strategy. CV. Surya Mitra Agung as a distributor of Demix mortar cement in Bali faces challenges in terms of price, product availability, and suboptimal service quality. Therefore, this study aims to determine the effect of marketing mix and service quality on marketing performance, with CRM (Customer Relationship Marketing) as a mediating variable. This study uses a quantitative approach with a survey method through questionnaires and interviews with 74 employees from five related divisions. The results of the study indicate that the marketing mix, service quality, and CRM have a positive and significant effect on marketing performance. In addition, CRM is proven to be able to mediate the influence of the marketing mix and service quality on marketing performance. This finding emphasizes the importance of integrating marketing strategies and customer relationship management in improving the effectiveness of a company's marketing performance