The Role of Competitive Advantage In Mediating The Influence Of Customer Relationship Management, Marketing Innovation, On Marketing Performance (Family Bussines In Jawa Timur)

Abstract

Purpose: This Research is to analyze the relationship between "The Role of Competitive Advantage in Mediating the Influence of Customer Relationship Management, Marketing Innovation, on Marketing Performance". Theoretical Reference: The study was conducted on retail companies in Indonesia using a quantitative approach, and responses from 175 retail owners/managers were obtained via the random sampling method. Method: The analysis technique used is structural equation modeling (SEM) using SmartPLS software. Results and Conclusion: The research findings reveal that retail competitive advantage can be achieved through the implementation of customer-oriented CRM. CRM is also able to support Marketing Innovation, which will further increase competitive advantage. It is important for retail companies to strengthen the implementation of customer relationship management in order to achieve Marketing Performance because CRM is proven to increase the ability of innovation and competitive advantage of retail companies. So it is clear that Marketing Performance is largely determined by Competitive Advantage, Indicates that for the wood furniture industry, the only options available to stay competitive are to use both semi-customized and fast order fulfillment strategies. Implications of Research: implication of research availability of Customer Relationship Management and Marketing Innovation. Further and in-depth research is needed on large samples from various regions in Indonesia’s. Value: The novelty of this study is that factors can affect the marketing performance in family business at Indonesia.