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

Vicke Victory

Abstract


Penelitian ini dilakukan untuk mengetahui pengaruh dari Internal Marketing terhadap Organizational Performance dengan Rebranding dan Market Orientation sebagai Variable Intervening pada Hotel Grand Aston Bali Beach Resort.
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


Grand Aston Bali Beach Resort, Aston, Internal Marketing, Rebranding, Market Orientation, Organizational Performance

Full Text:

PDF

References


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


Refbacks