ANALISIS DAMPAK STRATEGI MSDM PADA KINERJA PEMASARAN: PERAN MODERASI BUDAYA ORGANISASI

Authors

Kristya Damayanti STIE Kesumanegara Blitar
Anisa Rosdiana STIE Yasa Anggana Garut

DOI:

Keywords:

HRM Strategy, Organizational Culture, Marketing Performance, Perusahaan Ritel

Abstract

Persaingan yang semakin ketat di industri ritel menuntut perusahaan untuk tidak hanya mengandalkan strategi pemasaran, tetapi juga mengintegrasikan manajemen sumber daya manusia (HRM) dan budaya organisasi. Penelitian ini bertujuan untuk menganalisis pengaruh HRM Strategy terhadap Organizational Culture dan Marketing Performance, serta peran mediasi Organizational Culture pada perusahaan ritel di Kota Blitar. Jenis penelitian ini adalah penelitian kuantitatif dengan pendekatan survei. Populasi penelitian adalah karyawan perusahaan ritel di Kota Blitar, dengan teknik purposive sampling yang menghasilkan 70 responden sebagai sampel. Pengumpulan data dilakukan menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data dilakukan dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa HRM Strategy berpengaruh positif terhadap Organizational Culture dan Marketing Performance. Organizational Culture juga berpengaruh positif terhadap Marketing Performance, serta terbukti memediasi hubungan antara HRM Strategy dan Marketing Performance. Dengan demikian, praktik HRM yang dirancang dengan baik, seperti rekrutmen, pelatihan, dan sistem penghargaan, mampu memperkuat budaya organisasi yang berorientasi pada pelanggan, sehingga pada akhirnya meningkatkan kinerja pemasaran. Implikasi penelitian ini menekankan pentingnya integrasi antara strategi HRM dan budaya organisasi sebagai faktor kunci dalam meningkatkan daya saing perusahaan ritel, khususnya dalam menghadapi dinamika pasar yang terus berubah.

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