MODEL KAPABILITAS “CUSTOMER RELATIONSHIP MARKETING: PADA INDUSTRI TEPUNG TAPIOKA DI KABUPATEN PATI

Abstract

This study aims to identify and analyze the influence of market information and human capital
on the performance capabilities of CRM marketing company with variable inervening on tapioca
starch industry in Pati regency with a sample size of 66 people. The sampling technique used in
this research is purposive sampling. Analysis tools is the path analysis and the test results show
that the human capital market information and found to have a positive and significant impact
on CRM capabilities. Market information shown to have positive and significant impact on the
performance of marketing, then the owner / entrepreneur will respond well to the changes
that occur in the company, so as to improve the performance of the company’s marketing.
Human capital has a positive and significant impact on the performance marketing, means that
increasing human capital, the company can exploit and develop the knowledge, competencies
and skills of its employees efficiently, so that will have an impact on increasing the company’s
marketing performance. CRM capabilities have a significant positive effect on marketing
performance. CRM capabilities are not able to become an intervening variable between market
and human capital information with marketing performance. Thus the market information and
human capital affects only the performance of the company’s marketing but not through CRM
capabilities.

Keywords: Market Information, Human Capital, CRM Capabilities and Marketing Performance.