relation: https://eprints.untirta.ac.id/50681/
title: PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT  TERHADAP KINERJA PEMASARAN MELALUI  ORIENTASI PASAR DAN KAPABILITAS PEMASARAN  SEBAGAI VARIABEL INTERVENING  (Studi Kasus Pada PT. ATOMY Indonesia)
creator: SIMBOLON, GRACE MARINTAN STEACY
subject: HB Economic Theory
subject: HC Economic History and Conditions
subject: HF Commerce
description: This study aims to determine the effect of Customer Relationship Management or CRM (X) on Marketing Performance mediated by Market Orientation (Z1) and Marketing Capabilities (Z2) at one of the agencies at PT. ATOMY Indonesia.  The method that is used in this research is quantitative research. The population of this study is the 313 Warrior Heppi Agency and the sampling technique of this study uses a saturated sampling technique where the respondents are all 313 Warrior Heppi agents totalling 48 agents. The data analysis technique used in this study is Structural Equation Modelling (SEM) using SmartPLS 4 as the analysis tool.  The results of this study indicates that: (1) CRM has a positive but insignificant effect on marketing performance, (2) CRM has a positive and significant effect on market orientation, (3) CRM has a positive and significant effect on marketing capabilities, (4) market orientation has a negative and insignificant effect on marketing performance, (5) marketing capabilities has a positive and significant effect on marketing performance, (6) market orientation is unable to mediate the effect of CRM on marketing performance and (7) marketing capabilities is able to mediate the effect of CRM on marketing performance.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50681/1/Grace%20Marintan%20Steacy%20Simbolon_5551210103_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50681/2/Grace%20Marintan%20Steacy%20Simbolon_5551210103_01.pdf
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identifier: https://eprints.untirta.ac.id/50681/3/Grace%20Marintan%20Steacy%20Simbolon_5551210103_02.pdf
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identifier: https://eprints.untirta.ac.id/50681/4/Grace%20Marintan%20Steacy%20Simbolon_5551210103_03.pdf
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identifier: https://eprints.untirta.ac.id/50681/5/Grace%20Marintan%20Steacy%20Simbolon_5551210103_04.pdf
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identifier: https://eprints.untirta.ac.id/50681/6/Grace%20Marintan%20Steacy%20Simbolon_5551210103_05.pdf
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identifier: https://eprints.untirta.ac.id/50681/7/Grace%20Marintan%20Steacy%20Simbolon_5551210103_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/50681/8/Grace%20Marintan%20Steacy%20Simbolon_5551210103_Ref.pdf
identifier:   SIMBOLON, GRACE MARINTAN STEACY  (2025) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KINERJA PEMASARAN MELALUI ORIENTASI PASAR DAN KAPABILITAS PEMASARAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada PT. ATOMY Indonesia).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.