Market Sensing Capability and Customer Relationship Management on Marketing Performance: Role E-Marketing Strategy

  • Mulyana Mulyana Universitas Islam Sultan Agung
  • Mohammad Azka

Abstract

This study aims to investigate the effect of market sensing capability (MSC), customer relationship management (CRM) and Electronic-marketing strategy (e-MS) on marketing performance (MP). This study tries to solve the gap between market sensing capability and marketing performance. Respondents of this study were 192 owners or leaders of Muslim fashion SMEs in Central Java. A hierarchical regression analysis was used for data analysis. The results showed that market sensing capability and customer relationship management have a significant effect on e-marketing strategy and marketing performance. Furthermore, e-marketing strategy can mediate the relationship between market sensing capability and customer relationship management with marketing performance.


 


KeywordsMarket Sensing Capability; Customer Relationship Management; e-Marketing Strategy; Marketing Performance

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Published
2022-12-06
How to Cite
MULYANA, Mulyana; AZKA, Mohammad. Market Sensing Capability and Customer Relationship Management on Marketing Performance: Role E-Marketing Strategy. Jurnal Manajemen Indonesia, [S.l.], v. 22, n. 3, p. 279 - 288, dec. 2022. ISSN 2502-3713. Available at: <//journals.telkomuniversity.ac.id/ijm/article/view/3768>. Date accessed: 28 jan. 2023. doi: https://doi.org/10.25124/jmi.v22i3.3768.