Analisa Pengaruh Internal Marketing terhadap Organizational Performance dengan Rebranding dan Market Orientation sebagai Variabel Intervening pada Departemen Sales & Marketing di Hotel Grand Aston Bali Beach Resort
(1)
(*) Corresponding Author
Abstract
Penelitian ini merupakan penelitian kausal dengan menggunakan metode kuesioner, dimana sampel penelitian adalah 25 responden yang merupakan karyawan tetap di Departemen Sales & Marketing pada Hotel Grand Aston Bali Beach Resort. Hasil Penelitian yang di analisis dengan menggunakan teknik analisa data Path Analysis (PLS), menunjukan bahwa Internal Marketing memiliki pengaruh yang signifikan terhadap rebranding, Market Orientation, dan Organizational Performance, serta penelitian ini menunjukan adanya pengaruh yang positif dan signifikan antara Rebranding dengan Organizational performance dan pengaruh Market orientation dengan organizational performance
Keywords
Full Text:
PDFReferences
Anil Kumar Singh, Vikas Tripathi,
Priyender Yadav; Rebranding and Organizational Performance – Some Issues of Relevance’. American Journal of Sociological Research, 2012
Badan Pusat Statistik Provinsi Bali,
, retrieved on 01 Desember 2014, from source http://bali.bps.go.id/
Badan Pusat Statistik, 2013, retrieved on 29
September 2014, from source
http://www.bps.go.id
Badan Pusat Statistik, 2014, retrieved
on 01 Desember 2014, from source http://www.bps.go.id
Bekkers, M., Van Haastrecht, R;
The Foundations Of Internal Marketing, 1993
Bouranta, N. ; The impact of
internal marketing to market orientation concept and their effects to bank performance. Operational Research: An International Journal, 2005
Diamantopoulos, A., and S. Hart ;
Linking Market-orientation Company Performance: Preliminary Evidence on Kohli and Jaworski’s Frame Work, 1993
Finney, Sherry dan Schrrebeck-
Hansen, Mette; Internal Marketing as a change Management tool: A Case study in rebranding’. Journal of Marketing Communications, 2010
Greenly, G.E.; Market-
orientation and Company Performance: Empirical Evidence from UK Companies, 1995
Grolier Electronic Publishing, Inc., Academic
American Encyclopedia, 1995.
Ipsos Mori, Public Service Satisfaction Index,
Jaworski BJ & Kohli AK;
Market orientation: antecedents and consequences, 1993
Khanza Zaman, Neelum Javaid, Asma
Arshad, Samina Bibi; Impact of Internal Marketing on Market Orientation and Business Performance, 2012.
Kohli A & Jaworski B; Market
orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 1990
Kumar, K, Subramanian, R, &
Yauger, C.; Examining the market orientation – performance relationship: a context – specific study’, Journal of Management, 1998
Laurent Muzellec and Mary Lambkin;
Corporate rebranding; destroying, transferring or creating brand equity?’. European Journal of Marketing, 2005
Muzellec, et al. ; Corporate
Rebranding - an Exploratory Review", Irish Marketing Review, 2003
Narver J & Slater S; The effect
of a market orientation on business profitability. Journal of Marketing, 1990
O´Reilly CAIII, Pfeffer J
Hidden value: How great companies achieve extraordinary results with ordinary people. Boston, MA: Harvard Business School Press, 2000
Piercy,N. and Morgan, N;
Internal Marketing the missing half of the marketing programme, Long range planning, 1991
Simanjuntak, Payaman J..
Manajemen dan Evaluasi Kinerja. Jakarta: FE UI, 2005
Steinman, Christine, Rohit Deshpande
and John U Farley; Beyond market orientation: When customers and suppliers disagree. Journal of the Academy of Marketing Science, 2000