The Role of E-CRM and E-Marketing Increasing Market Orientation In Alligator Roastery Medan

  • shendy Sekolah Tinggi Ilmu Ekonomi EKA PRASETYA
  • Pesta Gultom
  • Elisabeth Nainggolan Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Keywords: E-CRM, E-marketing, Market Orientation, Digital, business cafe

Abstract

This study aims to determine the influence of E-CRM and E-Marketing on Market Orientation in Alligator Roastery. This research uses descriptive and quantitative methods as well as data sources in the form of primary and secondary data. The population in the study is all consumers on Alligator Roastery by 2023. The sample size is 110 consumers with a tolerable error rate of 5%. The data were analyzed by multiple linear regression analysis method. The results showed that E-CRM partially had no positive and insignificant effect on Market Orientation at Alligator Roastery. E-Marketing partially has a positive and significant effect on Market Orientation in the Café Alligator Roastery business. Based on the results of hypothesis testing simultaneously, it is known that the results of the F-test show that E-CRM and E-Marketing simultaneously affect Market Orientation in Alligator Roastery. The magnitude of R Square is 50.3% which means that E-CRM and E-Marketing can explain their influence on Market Orientation by 50.3%.

References

Altahrawi, M. H. A., dkk. 2023. “The Moderating Role of Market Orientation with Relation to E-Marketing, Marketing Capability, Learning Capability, Innovation Capability, and Organisational Performance.” International Journal of Business Excellence, Vol 31: 1–23. Scopus: Q3.
Aprizal. 2018. Market Orientation and Competitive Advantage: A Case Study of Computer Sales. Makassar: Celebes Media Perkasa.
Elondri, et al. 2022. Marketing performance of small and medium industries. Banyumas: CV. Pen Pesarda Editor.
Eltahir, A. M., dkk. 2021. “Comparative Study of Customer Relationship Management (CRM) and Electronic Customer Relationship Management (E-CRM).” International Journal of Advanced and Applied Sciences, Vol 8: 1 - 6. Scopus: Q4.
Fawzi, M. G. H., et al. 2022. Marketing Strategy Concept, Theory and Implementation.
South Tangerang: Pascal Books.
Ghozali, I. 2021. Application of multivariate analysis with IBM SPSS 26 program.
Semarang: Diponegoro University Publishing Board.
Iskandar, A., et al. 2021. Statistics in the Field of Information Technology. Semarang: Our Foundation Writes.
Novia, N. H., et al. 2023. Digital Marketing Strategy. Solok: Mafy Media Literacy Indonesia.
Rahman, R., et al. 2023. Textbook Introduction to Information Systems. Jambi: PT. Sonpedia Publishing Indonesia.
Rajkumar, R., dkk. 2014. Trends and Challenges in Management. Bilaspur: Archers & Elevators Publishing House.
Rithmaya, C. L., et al. 2023. "Customer Relationship Management through Market Orientation and Organizational Innovation to Improve Online Business Marketing Performance." Ocean Journal of Economics & Business, Vol 14: 88-99. Sinta: 3. Rusmanto. 2020. Customer Relationship Management, Theory and Implementation with
Web Applications and Social Media. Jakarta: Nurul Fikri Press (NF Press).
Santoso, B., et al. 2023. Creative marketing strategies in turbulent environments. West Pasaman: CV. Azka Library.
Sugiyono 2019. Quantitative Research Methods. Bandung: Alfabeta.
Wahirayasa, C. G., and Kusuma, A. G. A. A. 2018. "Peran E-Marketing in Mediating the Effect of Market Orientation on Business Performance." E-Journal of Management Unud, Vol 7: 3291-3319. Sinta: 5.
Zyoud, M. F. A., dkk. 2021. “The Role of TQMK in Increasing the Effectiveness of E- Marketing within The Jordanian Telecommunication Sector.” Journal of Theoretical and Applied Electronic Commerce Research, Vol 16: 1353-1368. Scopus: Q1.
Published
2023-12-06