Pengaruh Market Orientation, Digital Marketing Capabilities, dan Customer Relationship Management Capabilities terhadap SME Performance

Anisa Nur Maulidiyah; Deykha Aguilika; Vidi Hadyarti

doi:10.47709/jebma.v6i3.9823

Authors

Anisa Nur Maulidiyah Universitas Trunodyojo Madura
Deykha Aguilika Universitas Trunodjoyo Madura
Vidi Hadyarti Universitas Trunodjoyo Madura

DOI:

https://doi.org/10.47709/jebma.v6i3.9823

Keywords:

CRM Capabilities; Digital Marketing Capabilities; Market Orientation; SME Performance, UMKM Batik

Abstract

Penelitian ini menguji hubungan Orientasi Pasar dengan Kapabilitas Pemasaran Digital dan Kapabilitas CRM , sekaligus menelaah keterkaitan kedua kapabilitas tersebut dengan Kinerja UKM pada UMKM batik Kabupaten Pamekasan. Riset menggunakan pendekatan kuantitatif dalam desain penelitian eksplanatif. Informasi yang dikumpulkan melalui kuesioner dari pemilik atau pengelola usaha yang dipilih secara purposive sampling, kemudian dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) berbantuan SmartPLS. Temuan menunjukkan bahwa Orientasi Pasar berpengaruh secara positif dan signifikan terhadap Kapabilitas Pemasaran Digital dan Kapabilitas CRM. Kapabilitas Pemasaran Digital juga berpengaruh positif dan signifikan terhadap Kinerja UKM , sedangkan pengaruh Kapabilitas CRM terhadap Kinerja UKM tidak mencapai signifikansi statistik. Hal ini mengindikasikan bahwa kemampuan membaca kebutuhan konsumen, perilaku pesaing, dan pergeseran pasar dapat membantu pelaku UMKM mengembangkan pemasaran digital serta pengelolaan hubungan pelanggan. Meskipun demikian, pengelolaan hubungan pelanggan belum terbukti memberikan kontribusi langsung terhadap peningkatan kinerja UMKM batik. Secara kontekstual, penelitian ini memberikan bukti empiris mengenai keterkaitan orientasi pasar, kapabilitas pemasaran, dan kinerja usaha. Secara praktis, pelaku UMKM batik perlu memperkuat orientasi pasar dan mengoptimalkan pemanfaatan teknologi digital untuk mendukung peningkatan kinerja usaha.

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