ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEBERHASILAN ONLINE MARKETING SERTA PENGARUHNYA TERHADAP KINERJA EKSPOR

Abstract

Major developments are taking place all over the world. and information and technology are changing as result which has made trading easier in many ways. Everyone knows that export communication is no longer a face-to-face- activity; Internet, which is a result of advance technology and information, is now being widely used worlwide as part of trading activities. Research on factors that affects the success of online marketing has shown different results. As well as research on factors that affects the success of online marketing for export performance is also showing different results. This research aimed at researching whether network communication, marketing intelligence, global sales promotion, and other challenges such as psychological, operational, organizational, product/market and infrastructure could affect the success of online marketing; and whether online marketing affects export performance. The technical analysis used in this research was the Structural Equation Model (SEM), where nine hypotheses were tested. Computation to test the model has shown valid results with the use of Goodness of Fit which is: )(,` (Chi Square) = 347,686; GFI (Goodness of Fit Index) = 0,853; RMSEA (Root Mean Square Error of Approximation) = 0,028; TLI (Tucker Lewis Index) = 0,977, dan CR (Critical Ratio)> 1,96. The test result of the hypotheses has shown positive effect between network communication, marketing intelligence and global sales promotion on the success of online marketing. While psychological, operational and infrastructure challenges have shown negative effects but organizational and product/market have no negative effect on the success of online marketing. The result of this research has also shown that success of online marketing could affect export performance in a positive way. Perkembangan teknologi dan informasi yang. sudah merambah bidang bisnis menjadikan arus perdagangan saat ini tidak mengenal batas negara, geografis, maupun perbedaan waktu. Aktifitas ekspor dengan menggunakan sarana kemajuan teknologi dan informasi, khususnya internet sudah banyak dilakukan. Penelitian mengenai faktor-faktor yang mempengaruhi keberhasilan online marketing sejauh ini menunjukkan hasil yang beragam. Demikian pula penelitian mengenai pengaruh keberhasilan online marketing tersebut terhadap kinerja ekspor masih menunjukkan keragaman hasil penelitian. Penelitian ini ingin meneliti apakah network communication, marketing intelligence, global sales promotion, hambatan psikologis, hambatan operasional, hambatan organisasional, hambatan produk/pasar dan hambatan infrastruktur berpengaruh terhadap keberhasilan online marketing, serta bagaimana pengaruh keberhasilan online marketing tersebut terhadap kinerja ekspor. Teknik analisis yang digunakan pada penelitian ini adalah Structural Equation Model (SEM), dimana akan diuji sembilan hipotesis yang telah disusgrt. 1-lasil komputasi untuk menguji model menunjukkan hasil yang dapat diterima dengan menggunakan Goodness of Fit yaitu : x` (Chi Square) = 347,686; GFI (Goodness of Fit Index) = 0,853; RMSEA (Root Mean Square Error of Approximation) = 0,028; TLI (Tucker Lewis Index) = 0,977, dan CR (Critical Ratio)> 1,96. Hasil pengujian hipotesis menunjukkan adanya pengaruh positif antara network communication, marketing intelligence, dan global sales promotion terhadap keberhasilan online marketing, sedangkan hambatan psikologis, hambatan operasional, dan hambatan infrastruktur berpengaruh negatif terhadap keberhasilan online marketing, namun hambatan organisasional dan hambatan produk/pasar tidak berpengaruh negatif terhadap keberhasilan online marketing. Dalam ppnelitian ini didapatkan pula hasil bahwa keberhasilan online marketing mempengaruhi kinerja ekspor secara positif.