Abstract
The purpose of this study is to analyze the effect of social capital, leraning organization to marketing performance either directly or indirectly through marketing strategy. The method used in this study is quantitative method and analyzed by path analysis by using SPSS. The object of this study is the soft-boned milkfish entepreneurs in Semarang city and the sample is 64 respondents. The result of research shows that social capital has a significant effect on marketing perfromance of -28.3%; social capital has no effect on marketing stratgey; social capital has no effect on marketing performance through marketing strategy; learning organization has a significant effect on marketing performance of 61.6%; learning organization has a significant effect on marketing strategy of 50%; learning has a significant effect on marketing performance through marketing strategy of 89.9%; and marketing strategy has a significant effect on marketing performance of 56.7%
Highlights
The purpose of this study is to analyze the effect of social capital, leraning organization to marketing performance either directly or indirectly through marketing strategy
If you want to obtain good marketing performance results, the company needs to Marketing becomes an important part of pay attention and understand the factors that can company management, because marketing will create good marketing performance
The variables that are suspected to have an influence on marketing performance include social capital, learning organization and marketing strategy are found in the marketing of soft-boned milkfish in Semarang City
Summary
If you want to obtain good marketing performance results, the company needs to Marketing becomes an important part of pay attention and understand the factors that can company management, because marketing will create good marketing performance. While the results of Widjajanti, et al shrimp production was 37.06 tons, mullet 36.02 (2016) found that social capital does not have a tons and other types of fish amounted to 27.94 positive influence on marketing performance. Milkfish has become the main raw material result of Fitriawati's research (2010) states that in the production process of one of the special social capital influences marketing strategy. According to the results of Park and Sung's research (2009), learning organization can improve marketing performance if there is a role for marketing strategy as a connecting variable. The variables that are suspected to have an influence on marketing performance include social capital, learning organization and marketing strategy are found in the marketing of soft-boned milkfish in Semarang City. The purpose of this study is to analyze the effect of social capital, leraning organization to marketing performance either directly or indirectly through marketing strategy
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