The Role of Corporate Social Responsibility, Sales Promotion, and Service Quality Programs on Marketing Performance Mediated by Customer Satisfaction

Yehezkiel Lamora Lumban  Tobing; Aldina Shiratina

doi:10.38035/dijdbm.v6i1.3871

Authors

Yehezkiel Lamora Lumban Tobing Universitas Mercubuana, Jakarta, Indonesia
Aldina Shiratina Universitas Mercubuana, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/dijdbm.v6i1.3871

Keywords:

Marketing Performance, Customer Satisfaction, Service Quality, Sales Promotion, Corporate Social Responsibility.

Abstract

This study aims to observe the relationship between CSR programs, sales promotions and service quality on marketing performance mediated by customer satisfaction on Adem Sari Chingku RTD products, which takes a case study in Bogor City. The data analysis method used descriptive and inferential statistics using Partial Least Square (PLS). Analysis used is test of validity, reliability test and coefficient of determination. This study found that CSR has a positive and significant effect on marketing performance, sales promotion has a positive and significant effect on marketing performance, service quality has a positive and significant effect on marketing performance. Customer satisfaction mediates the effect of CSR on marketing performance, customer satisfaction mediates the effect of sales promotion on marketing performance, customer satisfaction mediates the effect of service quality on marketing performance.

References

Albakri, T & Hadi, A. (2014). The impact on the customer relationship marketing performance management (Analytical study on a sample of Jordanian commercial banks). magazine of college Administration&Economics for economic & administration & financial studies, 6(4).

Alma, Buchari. (2018). Manajemen Pemasaran Dan Pemasaran Jasa (Edisi Revi). Bandung: Alfabeta.

Bambang Sudaryana, D. E. A., et al. (2022). Metodologi penelitian kuantitatif. Deepublish.

Dharmesta dan Handoko. (2011). Strategi Menaklukkan Pasar Riset Ekuistis dan Perilaku Merk. Jakarta: Gramedia

Drohan, R.; Lynch, P.; Foley, A. (2009). Utilising the resource-based view (RBV) to enhance CRM practices in Irish Hotels. Manag. Sci. 19, 150–151.

Endarwita, E. (2013). Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Nasabah Tabungan Bank Bri Cabang Simpang Empat. Jurnal Apresiasi Ekonomi, 1(3), 167-180.

Gao, Y. (2010). Measuring marketing performance: a review and a framework. The Marketing Review, 10(1), 25-40.

Ghozali, I & Latan, H. (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0. Semarang: Universitas Diponegoro.

Homburg, C., Grozdanovic, M., & Klarmann, M. (2007). Responsiveness to customers and competitors: the role of affective and cognitive organizational systems. Journal of Marketing, 71(3), 18-38.

Karmila, M., & Barlian, B. (2023). Pengaruh Citra Merek, Kualitas Layanan, Dan Harga Terhadap Kepuasan Pelanggan (Survei Pada Pelanggan Distributor Consumer Goods Di Tasikmalaya). Jurnal Cakrawala Ilmiah, 2(8), 3311-3332.

Kotler, P. (2016). Manajemen Pemasaran. Edisi ke-13, Jilid 1. Terjemahan: Bob Sabran. Jakarta: Erlangga.

Kotler, P & Keller, K.L. (2012). Marketing Manajemen, 14th Edition. New Jersey: Pearson Education, Inc

Kotler, P & Lee, N. (2005).Corporate Social Responsibility. John Wiley & Sons Inc

Kotler, P & Armstrong, G. (2014). Principles Of Marketing (Penerjemah: Bob Sabran; Edisi 12). Jakarta: Erlangga.

Kotler, P & Keller, K.L. (2010). Manajemen Pemasaran. Jilid 1, Edisi Ketiga belas. Jakarta: Erlangga

Lestari, R. (2024). Digital marketing, persepsi harga, kepuasan pelanggan dan dampaknya terhadap kinerja pemasaran laundry. JPPI (Jurnal Penelitian Pendidikan Indonesia), 10(1), 151-157.

Manoppo, F. (2013). Kualitas Pelayanan, Dan Servicescape Pengaruhnya Terhadap Kepuasan Konsumen Pada Hotel Gran Puri Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4).

Martensen, A., & Grønholdt, L. (2006). Internal marketing: A study of employee loyalty, its determinants and consequences. Innovative Marketing, 2(4), 92-116.

Mongkaren, S. (2013). Fasilitas Dan Kualitas Pelayanan Pengaruhnya Terhadap Kepuasan Penguna Jasa Rumah Sakit Advent Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4).

Novianti, N., Endri, E., & Darlius, D. (2018). Kepuasan Pelanggan Memediasi Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Loyalitas Pelanggan. MIX: Jurnal Ilmiah Manajemen, 8(1), 90-108.

Putri, Kadek Indri Novita Sari, and I. Nyoman Nurcaya. Pengaruh Dimensi Kualitas Pelayanan Jasa Terhadap Kepuasan Pelanggan D&I Skin Centre Denpasar. Diss. Udayana University, 2013.

Rizan. M. (2005). Hubungan Kepemimpinan Transaksional dan transformasional Dengan Komitmen Organisasional Dalam Menciptakan Kepuasan Kerja Dan Kualitas Pelayanan Karyawan Gugus Depan Serta Pengaruhnya Terhadap Kepuasan Dan Loyalitas Konsumen. Disertasi Ilmu Ekonomi-Manajemen Universitas Padjadjaran. Bandung.

Rumokoy, F., Lapian, J., & Talumewo, C. D. (2016). Strategi Pasar Sebagai Pemediasi Antara Lingkungan Pemasaran Dengan Kinerja Pemasaran Pada Pt. Bpr Prisma Dana Amurang. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1), 3005.

Sanclemente-Téllez, J. C. (2017). Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy. Spanish journal of marketing-ESIC, 21, 4-25.

Sarvaiya, H., & Wu, M. (2014). An integrated approach for corporate social responsibility and corporate sustainability. Asian Social Science, 10(17), 57.

Sovani. (2016). Pengaruh Penerapan Corporate Social Responsibility Terhadap Citra Merek, Kepercayaan dan Loyalitas Merek. Published by Universitas Brawijaya Malang.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualititatif, dan R & D. Bandung: Alfabeta.

Suharyani, K., Nuridja, I. M., & Haris, I. A. (2015). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Produk Minuman Teh Botol Sosro Pada Mahasiswa Jurusan Pendidikan Ekonomi Undiksha 2015. Jurnal Pendidikan Ekonomi Undiksha, 5(1).

Supardi, Yusril, M., Zamri, A.T.,Ulul Azmi Ak. (2021). Promotion Mix Analysis and Its Effect On The Marketing Performance Of Small and Medium Enterprises in Kampar District. STIE Bangkinang Vol. XV No.01 Juli 2021

Sutopoyudo. (2009). Pengaruh Penerapan Corporate Social Responsibility (CSR) terhadap Profitabilitas Perusahaan. Sutopoyudo's (www.wordpress.com) diakses pada tanggal 25 Maret 2024 Weblog

Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of business ethics, 101, 197-212.

Wibawa, P. T., Farida, N., & Listyorini, S. (2014). Pengaruh kualitas pelayanan, harga dan promosi terhadap Loyalitas pelanggan melalui kepuasan pelanggan PT. Matahari Silverindo Jaya Semarang. Jurnal Ilmu Administrasi Bisnis, 3(4), 185-190.

ZARWIN, Z. (2020). Analisis Ekuitas Merek Terhadap Keputusan Pembelian Produk Adem Sari Sachet (Studi Kasus PT. Enesis Indonesia di Palembang) (Doctoral dissertation, Universitas Mercu Buana Jakarta).