MARKETING PERFORMANCE MODEL THROUGH DIGITAL MARKETING STRATEGY: EMPIRICAL STUDY OF PEGADAIAN DIGITAL SERVICE AT PT. PEGADAIAN
This study is intended to answer and analyze the occurrence of research gaps from various previous research results and also does not rule out the existence of a phenomenon when Management Innovation functions as an inconsistent intervening variable that can explain Marketing Performance. Things like that are the considerations for conducting this study. This type of research is quantitative descriptive with the Structural Equation Modeling (SEM) analysis method on the LISREL application. The research objects used are PT Pegadaian Head Office and Jakarta office employees with a population of 758 employees and the number of research samples obtained is 378 employees. The results of this study can be explained that all exogenous variables in this study can explain their influence significantly and are positively correlated with endogenous variables. These results are expected to help management in organizing and maximizing marketing performance through management innovation.
Market Oriented Organizational Culture, Organizational Capabilities, Management Innovation, Digital Marketing Strategy, Marketing Performance.