PENGARUH ADAPTABILITAS PEMASARAN TERHADAP KINERJA DENGAN STRATEGI POSITIONING SEBAGAI VARIABEL INTERVENING ( Studi Empiris pada BMT di Kota dan Kabupaten Semarang)

Abstract

This study takes an object at BMT (Baitul Maal wat Tamwil) in Semarang. The reason for choosing the object of research because of the problems of research, namely the phenomenon in BMT in Semarang (business gap) is an increase in revenue of BMT is not offset by increased income. Of these problems, this study aims to identify and analyze the influence of marketing on the performance of BMT adaptability in Semarang with a positioning strategy as an intervening variable. The sample is representative of the population studied. The sampling technique used in this study is a research technique or saturated sample population that is taking a sample of the population, namely the number of managers who are still actively working in BMT Semarang as many as 34 people manager at BMT. The results showed that (1) there is a positive and significant effect of adaptability to the marketing positioning strategy, (2) there is a positive and significant influence of marketing on the performance of BMT adaptability and (3) there is a positive and significant effect between positioning strategies on the performance of BMT.