[ABSTRAK
Dynamic Capabilities Theory (DC) merupakan teori yang menjelaskan untukmendapatkan keunggulan daya saing, perusahaan tidak hanya dengan memilikisumber daya yang istimewa, melainkan harus disadari dengan kemampuanperusahaan dalam mengintegrasi dan menggunakan sumber daya tersebut. Salahsatu kemampuan dalam Dynamic Capabilities Theorya dalah kemampuanpemasaran. Penelitian ini membahas pengaruh kemampuan pemasaran yangdilakukan pada dVisi sepeda motor PT. Suzuki IndoMobil Motor yang terdiri darikemampuan market sensing, kemampuan customer relationship management(CRM), dan kemampuan brand management terhadap kinerja pengembanganproduk baru (NPD). Dengan bantuan analisis structural equation modeling (SEM)didapatkan hasil bahwa market sensing tidak memiliki hubungan langsung yangsignifikan, sedangkan kemampuan CRM dan kemampuan brand managementmemiliki hubungan langsung yang signifikan, selain itu kemampuan marketsensing juga memoderasi CRM dan brand management terhadap kinerjapengembangan produk baru dan didapatkan hasil signifikan, dan hubunganmoderasi CRM terhadap hubungan brand management terhadap kinerjapengembangan produk baru dan didapatkan hasil signifikan. Dengan demikian,Suzuki diharapkan meningkatkan kemampuan pemasarannya agar dapatmeningkatkan kinerja perusahaan dalam mengembangkan produk baru demikelangsungan bisnis kedepannya.

---

ABSTRACT
Dynamic Capabilities Theory (DC) is a development of resource based view(RBV) theory. Although having excellent human resource may help gettingsignificant profit and competitive advantage, a company has to understand how tointegrate and empower the resource well. One of capabilities based on DynamicCapabilities Theory is marketing capabilities. This research aimed to determinemarketing capabilities on motorcycle division at PT Suzuki Indomobil Motor. Thisresearch consists of market sensing capability, customer relationshipmanagement (CRM) capability and brand management capability on performanceof new product development. Analysis using structural equation modelingrepresent that market sensing has no significant and direct relationship to theperformance of new product development, while CRM and brand managementcapability has significant and direct relationship to the performance of newproduct development, besides market sensing capability moderates relationshipbetween CRM and brand management to performance of new productdevelopment with significant value, moderation of CRM to brand managementrelationship to performance of new product development has significant value.According to the result of study, Suzuki is expected to increase the companyperformance in developing new product by increasing marketing capabilities forfuture business continuity., Dynamic Capabilities Theory (DC) is a development of resource based view(RBV) theory. Although having excellent human resource may help gettingsignificant profit and competitive advantage, a company has to understand how tointegrate and empower the resource well. One of capabilities based on DynamicCapabilities Theory is marketing capabilities. This research aimed to determinemarketing capabilities on motorcycle division at PT Suzuki Indomobil Motor. Thisresearch consists of market sensing capability, customer relationshipmanagement (CRM) capability and brand management capability on performanceof new product development. Analysis using structural equation modelingrepresent that market sensing has no significant and direct relationship to theperformance of new product development, while CRM and brand managementcapability has significant and direct relationship to the performance of newproduct development, besides market sensing capability moderates relationshipbetween CRM and brand management to performance of new productdevelopment with significant value, moderation of CRM to brand managementrelationship to performance of new product development has significant value.According to the result of study, Suzuki is expected to increase the companyperformance in developing new product by increasing marketing capabilities forfuture business continuity.]