Pengaruh Sistem informasi manajemen pemasaran, kualitas pelayanan dan word of mouth terhadap capaian balanced scorecard serta dampaknya terhadap Kinerja perusahaan di Sunrise Mall Mojokerto

  • Zenita Afifah Fitriyani
Keywords: Marketing management information system, service quality, word of mouth, balanced scorecard achievement,, company performance

Abstract

The purpose of this research is: To know the effect simultaneously, partially, most dominantly, indirectly Management information system marketing, service quality and word of mouth to achievement of balanced scorecard and its impact to company performance at Sunrise Mall Mojokerto. This research is explanatory research. the total population in this study only 21 people. In this study the authors use multiple linear regression analysis techniques with path analysis to determine the influence of direct / direct effect and indirect effect / indirect effect. From the research result can be concluded as follows: 1) There is influence simultaneously Marketing management information system, service quality, and Word of mouth to achievement of balanced scorecard. 2) There is partial influence Marketing management information system, service quality, and Word of mouth to the achievement of balanced scorecard. 3) Word of mouth has the most dominant influence on the achievement of balanced scorecard. 4) There is influence simultaneously Marketing management information system, service quality and word of mouth and achievement of balanced scorecard to Performance. 5) There is partial influence Marketing management information system, service quality and word of mouth and achievement of balanced scorecard to Performance. 6) Word of mouth has the most dominant influence on Performance. 7) Marketing management information systems, service quality, and Word of mouth indirectly affect Performance.

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Published
2018-07-24
Section
Articles
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