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All Journal Jurnal Manajemen Universitas Bung Hatta
Muh Zulfahmi Rapi
Universitas Alma Ata
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Relational Capital Can Improve Marketing Performance With the Mediation of Dynamic Capability: A Theory of Planned Behavior Perspective Dimas Wibisono; Novi Febriyanti; Marsuking Marsuking; Shindy Dwita Nuansari; Muh Zulfahmi Rapi
Jurnal Manajemen Universitas Bung Hatta Vol. 19 No. 1 (2024): Jurnal Manajemen Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v19i1.24322

Abstract

This study aims to determine whether relational capital can improve marketing performance with dynamic capability mediation. This research discusses relational capital with marketing performance with dynamic capabilities. SEM-PLS with Smart PLS 3.0 software is used in this study to concurrently assess the mediation effect. Through surveys, data from 200 MSMEs with a focus on the coffee industry were gathered. From January to August 2023, questionnaires were given to business managers or marketing teams in Sleman, Yogyakarta. Implications Particularly for coffee enterprises, the acceptance or rejection of hypotheses reveals management ramifications. First, organizations may be able to adjust to the environment more rapidly thanks to dynamic capability. Additionally, it can keep up with and enhance marketing. Third, it aids in the survival of app startups. In a pertinent way, Dynamic Capability conceptualizes both internal and external stakeholders.
Co-Authors Dimas Wibisono Marsuking Marsuking Novi Febriyanti Shindy Dwita Nuansari