DIRECT AND INDIRECT EFFECT OF INCLUSIVE VALUE CHAIN, COOPERATIVE SYNERGISM, COMPETITIVE POSITIONAL ADVANTAGE, ON MARKETING PERFORMANCE

Hary Sulaksono
Ph.D. Student, Doctoral Program in Management, University of Jember, Indonesia

Dyah Yuli Setiarini
Lecturer, Management Department, Faculty of Economics and Business, University of Jember, Indonesia

Elok Sri Utami
Lecturer, Management Department, Faculty of Economics and Business, University of Jember, Indonesia

Nurhayati
Lecturer, Management Department, Faculty of Economics and Business, University of Jember, Indonesia

Vol 17, No 06 ( 2022 )   |  DOI: 10.5281/zenodo.6724073   |   Licensing: CC 4.0   |   Pg no: 150-165   |   Published on: 24-06-2022

Abstract
This study aims to test the Direct And Indirect Effect Of Inclusive Value Chain, Cooperative Synergism, Competitive Positional Advantage, On Marketing Performance. The sample in this study was 175 respondents. This research method is quantitative with statistical testing using SEM-PLS. The study results indicate that there is a direct effect partially or jointly / simultaneously on the variable value of long-term relationships, competitive positional advantage, inclusive value chain, the synergy of cooperation, and variable marketing performance. The value of long-term relationships on competitive positional advantage results in partial mediation, the value of long-term relationships on collaboration synergy results in full media, the value of long-term relationships on marketing performance results in partial mediation, Inclusive Value Chain on Marketing Performance results in partial mediation, Synergy of Cooperation on Marketing Performance results full mediation. This research also provides suggestions for the future development of customer relationship marketing and the use of appropriate information and communication technology to be considered in marketing dairy products.

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