PENGARUH FAKTOR LINGKUNGAN TERHADAP STRATEGI PEMASARAN DAN KINERJA PERUSAHAAN PADA INDUSTRI JASA KONSTRUKSI DI INDONESIA
Abstract
This research is aimed examining the effects of internal environment, industry environment, external environment, and their implications toward the marketing strategy and company performance at construction service industries in Indonesian. The objectives of this research are to prove and to analyze the effect of internal environment, industry environment, external environment variable toward marketing strategy and company performance of medium and small class at construction service industries in Indonesian.
This research is a causality study. The data were collected by questionnaires. Populations of this study are all medium and small class at construction service industries in Indonesian. Data analyzed using the Structural Equation Modeling (SEM) with SmartPLS.
The results of the research showed the following evidents:
- Internal environment variable has positive and significant effect on marketing strategy of medium and small class at construction service industries in Indonesian.
- Internal environment variable has positive and significant effect on company performance of medium and small class at construction service industries in Indonesian.
- Industry environment variable has not significant effect on marketing strategy of medium and small class at construction service industries in Indonesian.
- Industry environment variable has not significant effect on company performance of medium and small class at construction service industries in Indonesian.
- External environment variable has positive and significant effect on marketing strategy of medium and small class at construction service industries in Indonesian.
- Internal environment variable has not effect on company performance of medium and small class at construction service industries in Indonesian.
- Marketing strategy variable has positive and significant effect on company performance of medium and small class at construction service industries in Indonesian.
- There is has not different of marketing strategy between medium and small class at construction service industries in Indonesian, except marketing strategy that oriented at prime time and service flexibility.
Â
Keywords : internal environment, industry environment, external environment, marketing strategy, company performance, and construction service.
Downloads
References
Aaker, D.A. 1997, Strategic Market Management, 5th edition, John Wiley & Sons Inc., New York.
Anderson, J.C., and D.W. Gerbing, 1988, Structural Equation Modeling in Practice: A Review of Recommended Two-Step Approach, Psychological Bulletin, Vol. 103 No. 3, pp. 411-423.
As'ad, Moh., 1998, Seri Ilmu Sumber Daya: Psikologi Industri, Penerbit Liberty, Jakarta.
Bharadwaj, S.G., Varadarajan, R.P., and Fahy, J., 1993, Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions, Journal of Marketing, Vol. 57 (October), pp. 83-99.
Chin, W.W., 1998, The Partial Least Squares Approach for Structural Equation Modeling, Modern Method for Business Research. Vol. 3 (May). pp 15-29.
Chong, Vincent K., and Kar Ming Chong, 1997, Strategic Choice, Environmental Uncertainty, and SBU Performance: A Note on Intervening Role of Management Accounting System, Accounting Business Research, Vol.27 No.4, pp. 54-75.
Craven, D.W., 1996, Pemasaran Strategis, Edisi Keempat, Terjemahan, Penerbit Erlangga, Jakarta.
David, Fred R., 2002., Manajemen Strategis and Concept, Edisi Terjemahan. PT. Prenhallindo, Jakarta.
Dill, W.R., 1958, Environment as an influence on managerial anatomy, Administrative Science Quarterly, Vol. 2. No.3, pp.409-423.
Elenkov, D.S.,1997, Strategic Uncertainty and Environmental Scanning: The Case for institutional Influences on Scanning Behavior, Strategic Management Journal, Vol. 18 No.4, pp. 297-302.
Ervianto, W. 2002. Manajemen Proyek Konstruksi, Penerbit Andi, Jogyakarta.
Ferdinand, Augusty, 2002, Structural Equation Modeling dalam Penelitian Manajemen, Cetakan Pertama, BP UNDIP, Semarang.
Gaspersz, Vincent, 2002, Manajemen Kualitas dalam Industri Jasa, Cetakan Kedua, PT Gramedia Pustaka Utama, Jakarta.
Ghozali, Imam., 2006, Structural Equation Modeling: Metode Alternatif dengan Partial Least Square, Universitas Diponegoro, Semarang.
Habid, Jamin, 2005, Pengaruh Variabel Internal dan Eksternal terhadap Kinerja UKM dan Kontribusi Keberhasilan Pembangunan Ekonomi Regional Nusa Tenggara Timur, Disertasi, Pascasarjana Universitas 17 Agustus 1945, Surabaya.
Hair, Joseph F. J.r., Anderson Ralph E., Tathan Ronald L., and Black William C., 1998, Multivariate Data Analysis, 5th Edition, Prentice-Hall Inc., Upper Saddle River, New Jersey.
Hidayat, Imam, 2003, Determinant Marketing Strategies dan Kinerja Perusahaan: Hasil Studi Para Manajer Industri Semen, Jurnal Usahawan, No. 6 Th. XXXIII (Juni), pp. 11-20.
Hitt, Michael A., and R. Duanne Ireland, 1997, Manajemen Strategis: Menyongsong Era Persaingan dan Globalisasi, Edisi Terjemahan, Penerbit Erlangga, Jakarta.
Hitt, Michael A., Ireland, R.D., and Hoskisson, R.E., 2001, Manajemen Strategis: Daya Saing dan Globalisasi; Edisi Terjemahan, Penerbit Salemba Empat, Jakarta.
Indramanik, I.B.G., 2004, Kajian Strategi Pemasaran Perusahaan Pelaksana Jasa Konstruksi, Tesis, Program Magister Teknik Sipil, Institut Teknologi Bandung, Bandung.
Jauch, L.R., and Glueck, W.F., 1998, Manajemen Strategis dan Kebijaksanaan Perusahaan, Edisi Ketiga (Terjemahan), Penerbit Erlangga, Jakarta.
Jaworski, B. J., and A. K. Kohli, 1995, Marketing Orientation: Antecedents and Consequences, Journal of Marketing, Vol. 57 (July), pp. 53-70.
Joreskog, K.G. 1973, A General Method for Estimating a Linear Structural Equation System In A. S. Goldberger & OD. Academic Press, New York.
Kaplan, R. S. and Norton, D.P., 1996, Using The Balance Scorecard as A Strategic Management System, Harvard Business Review, Vol.3 (Jan-Feb), pp. 54-75.
_____________________________, 2000, The Strategy Focused Organizations: How Balanced Scorecard Companies Thrive in The New Business Environment, Harvard Business School Press, Boston.
Kertajaya, Hermawan, 2000, Marketing Plus 2000: Siasat Memenangkan Persaingan Global, Edisi Pertama, PT. Gramedia Pustaka Utama, Jakarta.
_____________________, 2002, Kado Kecil untuk Indonesia Emas, Majalah Swa, (Januari), Jakarta.
Kotler, Philip, 2002, A Generic Concept of Marketing, Marketing Management, Millennium Edition, Prentice Hall International, New Jersey,
Kotler, Philip, and Amstrong, G., 1996, Principle of Marketing , 9th Edition, Prentice Hall International Inc., New Jersey.
Krajewski, L.J., and Ritzman, L.P, 1999, Operations Management: Strategy and Analysis, Addison-Wesley Publishing Company Inc., Massachusetts.
Malhotra, Naresh K., 2004, Marketing Research, Fifth Edition, Prentice-Hall Inc., New York.
Marr, N. E., Sherrard, M.J., and Prendergast, G.P, 1996, Marketing and Professional Services: The Case of Construction Engineering, The Service Industries Journal, Vol. 16, No.4, pp. 544-562.
Mathis, Robert L., and John H. Jackson, 2002, Human Resource Management, Ninth Edition, South-Western Publishing, Ohio.
Matsuno, and Mentzer, 2000, The Effect of Strategy Type On The Market Orientation and Performance Relationship, Journal of Marketing, Vol. 5 (Spring), pp. 291-299.
Max, Yuan Teen, 1980, Contingency, Internal Consistency, and Financial Performance, Journal of Bussiness and Accounting, Vol. 4 (Spring), pp. 25-42.
Mowen, John C., 2004, Balance Scorecard, Second Edition, NTC Business Book, Illionis.
Narver, John C., and Stanley F. Slater, 1994, The Effect of Market Strategy of Business Profitability, Journal of Marketing, Vol. 57 (June), pp. 19 – 29.
Narver, J.C., and Slater, S.F., 1994, Market Orientation and the Learning Organization, Journal of Marketing, Vol. 57 (July), pp. 63-74.
Nazir, Moh., 2003, Metode Penelitian, Cetakan Kelima, Ghalia Indonesia, Jakarta.
Olavson, T., 2001, Generic Strategy: Type of Competitive Advantage, Stanford University Dept. of Engineering-Economic System & Operations Research. USA.
Parasuraman, A., Zeithaml, V.A and Berry, L.L., 1985, A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, Vol. 49 (Fall), pp. 41-50.
Pearce II, J.A., and Robinson Jr, R.B., 1994, Strategic Management, Formulation Implementation and Control, Second Edition, Richard D. Irwin lnc., Boston.
Peng, L.S. and Hua, L.S., 2002, The Strategic Response of construction Firm to the Asian Financial Crisis 1997-1998, International Journal Construction Marketing, Vol. 3 (Spring), pp. 25-49.
Porter M.E., 1980, Competitive Strategy, Techniques for Analyzing Industries and Competitors, Macmillan Publishing Company, New York.
Robbins, S.P., and Coulter, M, 1999, Management, 6th Edition, Prentice Hall International Inc., New Jersey.
Rwelamila, P.D. and Lethola, T., 1998, A Marketing Engineering Services, Cost Engineering, International Journal Construction Marketing, Vol. 40, No. 7 (July), pp. 27-31.
Sapp, R.W., and Roger W. Smith, 1984, Strategic Management for Bankers, Planning Executive Institute, Ohio.
Satrio, Budhi, 1994, Sikap Konsumen Industri terhadap Pemilihan Tenaga Listrik PT. PLN (Persero) Distribusi Jawa Timur, Thesis, Program Pascasarjana Universitas 17 Agustus 1945, Surabaya.
____________, 2004, Strategi Pemasaran perusahaan Jasa Kontruksi Kualifikasi Besar, Jurnal Usahawan, No. 11 Th. XXXIII (November), Hal 35-50.
Schiffman, Leon G., and Leslie Lazar Kanuk, 2004, Customer Behavior, Prentice Hall Inc., USA.
Sharma, Subhash, 1996, Applied Multivariate Techniques, First Edition, John Wiley & Sons Inc., New York.
Shoham, A., and A. Fiegenbaum, 1999, Extending The Competitive Marketing Strategy Paradigm: The Role Strategic Reference Point Theory, Journal of Academy of Marketing Science, Vol. 27 No. 4, pp. 442-454.
Singarimbun, Masri dan Sofian Effendi, 1989, Metode Penelitian Survei, Edisi Kedua, PT. Pustaka LP3ES, Jakarta.
Soemardi, Biemo W., 2005, Strategi Pemasaran: Suatu Tinjauan terhadap Perusahaan Industri Jasa Konstruksi, Penerbit ITB, Bandung.
Soedarmayanti, 2001, Good Governance dalam Rangka Otonomi Daerah, Edisi Pertama, Penerbit Mandar Maju, Bandung.
Supriyono, 2000, Manajemen Biaya, Edisi Pertama, Penerbit BPFE, Yogyakarta.
Tan, C.M., and Barry Litschert, 1994, Environment-Strategy Relationship and Its Performance Implications: An Empirical Study of The Chinese Electronics Industry, Harvard Business Review, Vol. XI (January), pp. 71-85.
Tjiptono, Fandy, 1999, Strategi Pemasaran, Cetakan ketiga, Penerbit Andi, Yogyakarta.
______________, 2003, Manajemen Jasa, Cetakan ketiga,Penerbit Andi, Yogyakarta.
Wahyudi, Agustinus Sri, 1996, Manajemen Strategik, Pengantar Proses Berpikir Strategik, Cetakan Pertama, Binarupa Aksara, Jakarta.
Walpole, Ronald Eugene, 1990, Pengantar Statistika, Terjemahan, Binarupa Aksara, Jakarta.
Wright, Peter, Mark J. Kroill and John A. Parnell, 1996, Strategic management Concept, Prentice Hall International, Inc., USA.
Yurniawati, 2003, Pengaruh Lingkungan Bisnis Internal dan Perencanaan Strategi terhadap Kinerja Perusahaan, Disertasi, Pascasarjana Universitas Padjajaran, Bandung.
Zeithaml, V. A., 1988, Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol. 52, pp. 2-22.
______________, 2000, Service Quality, Profitability, and the Economic Worth of Customer: What We Know and What We Need to Learn, Journal of Marketing Science, Vol. 28, No. 1, pp. 67-85.
The author who will publish the manuscript at DiE: Jurnal Ilmu Ekonomi dan Manajemen, agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution ShareAlike License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories, pre-prints sites or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater dissemination of published work
