ANALISIS FAKTOR KONFIRMATORI PEUBAH LATEN ANTESEDEN SEBAGAI INSTRUMEN PENTING UNTUK PENINGKATAN KINERJA PEMASARAN CERUTU JEMBER
Abstract: Jember Regency
expanses of land and the production of Besuki Na Oogst (BNO) tobacco, which
tends to increase every year, but this is not matched by an increase in
purchases of BNO tobacco by companies or exporters. The phenomenon of the
increase in hectarage and production of BNO tobacco, is not offset by thepurchase
of BNO tobacco products (a decline in BNO tobaccopurchases) will obviously
reduce the volume of sales and lower the growth rate of Jember’s cigar sales.
The purpose of this study was to determine the relationship of each indicator
with variable of creativity and innovation as antecedent variables which is an
important instrument to improve marketing performance, with the method of maximum
likelihood estimation (MLE) to estimate the model parameters. The analysis
technique used in this study is aconfirmatory factor analysis (CFA), a
multivariate analysis method that can be used to test or confirm whether the
measurement model that is built was accordance with hypothesized. The results
showed that the perception of respondent research on creativity, innovation, and
marketing performance of Bobin PTPN X industrial units is good. Most powerful
indicator as a measure of creativity variable is motivation, while the weakest
as a measure of creativity variable is a newness of the strategy. Most powerful
indicator as a measure of innovation variable is the product innovation, while
the weakest as ameasure of innovation variable is the level of investment in innovation.
Most powerful indicator as a measure marketingperformance variable is customer
growth rate, while the weakest as ameasure marketing performance variable is
sales growth rate.
Keywords: Confirmatory Factor
Analysis, Antecedents Latent Variables, Marketing Performance, Jember’s Cigar
Penulis: Bagus Putu Yudhia
Kurniawan
Kode Jurnal: jpakuntansidd160754