"[
ABSTRAKDynamic Capabilities Theory (DC) merupakan teori yang menjelaskan untuk
mendapatkan keunggulan daya saing, perusahaan tidak hanya dengan memiliki
sumber daya yang istimewa, melainkan harus disadari dengan kemampuan
perusahaan dalam mengintegrasi dan menggunakan sumber daya tersebut. Salah
satu kemampuan dalam Dynamic Capabilities Theorya dalah kemampuan
pemasaran. Penelitian ini membahas pengaruh kemampuan pemasaran yang
dilakukan pada dVisi sepeda motor PT. Suzuki IndoMobil Motor yang terdiri dari
kemampuan market sensing, kemampuan customer relationship management
(CRM), dan kemampuan brand management terhadap kinerja pengembangan
produk baru (NPD). Dengan bantuan analisis structural equation modeling (SEM)
didapatkan hasil bahwa market sensing tidak memiliki hubungan langsung yang
signifikan, sedangkan kemampuan CRM dan kemampuan brand management
memiliki hubungan langsung yang signifikan, selain itu kemampuan market
sensing juga memoderasi CRM dan brand management terhadap kinerja
pengembangan produk baru dan didapatkan hasil signifikan, dan hubungan
moderasi CRM terhadap hubungan brand management terhadap kinerja
pengembangan produk baru dan didapatkan hasil signifikan. Dengan demikian,
Suzuki diharapkan meningkatkan kemampuan pemasarannya agar dapat
meningkatkan kinerja perusahaan dalam mengembangkan produk baru demi
kelangsungan bisnis kedepannya.
ABSTRACTDynamic Capabilities Theory (DC) is a development of resource based view
(RBV) theory. Although having excellent human resource may help getting
significant profit and competitive advantage, a company has to understand how to
integrate and empower the resource well. One of capabilities based on Dynamic
Capabilities Theory is marketing capabilities. This research aimed to determine
marketing capabilities on motorcycle division at PT Suzuki Indomobil Motor. This
research consists of market sensing capability, customer relationship
management (CRM) capability and brand management capability on performance
of new product development. Analysis using structural equation modeling
represent that market sensing has no significant and direct relationship to the
performance of new product development, while CRM and brand management
capability has significant and direct relationship to the performance of new
product development, besides market sensing capability moderates relationship
between CRM and brand management to performance of new product
development with significant value, moderation of CRM to brand management
relationship to performance of new product development has significant value.
According to the result of study, Suzuki is expected to increase the company
performance in developing new product by increasing marketing capabilities for
future business continuity., Dynamic Capabilities Theory (DC) is a development of resource based view
(RBV) theory. Although having excellent human resource may help getting
significant profit and competitive advantage, a company has to understand how to
integrate and empower the resource well. One of capabilities based on Dynamic
Capabilities Theory is marketing capabilities. This research aimed to determine
marketing capabilities on motorcycle division at PT Suzuki Indomobil Motor. This
research consists of market sensing capability, customer relationship
management (CRM) capability and brand management capability on performance
of new product development. Analysis using structural equation modeling
represent that market sensing has no significant and direct relationship to the
performance of new product development, while CRM and brand management
capability has significant and direct relationship to the performance of new
product development, besides market sensing capability moderates relationship
between CRM and brand management to performance of new product
development with significant value, moderation of CRM to brand management
relationship to performance of new product development has significant value.
According to the result of study, Suzuki is expected to increase the company
performance in developing new product by increasing marketing capabilities for
future business continuity.]"
