PENINGKATAN KINERJA PEMASARAN BERBASIS MARKETING RELATION DAN POSITIONING

Abstract

The purposes of this study are to describe and analyze: 1) the effect of marketing relation on
the Positioning, 2) the effect of marketing relation on marketing performance, and 3) the effect of
positioning on marketing performance. The population in this study is outlet agent of PT. Coca -
Cola as a distributor of Coca- Cola products in the area of West Java, part of Tambun, Cibitung,
and Cikarawang. The sample consists of 54 people who were selected using non-probability
method, that is purposive sampling method. The data in this research is primary data obtained from
questionnaires distributed to respondents. Data were analyzed using Partial Least Square (PLS).
Based on the results of research and discussion, it can be drawn a few conclusions, such as 1)
there is a positive significant influence of marketing relation on positioning, 2) there is no significant
influence of marketing relation on performance marketing, and 3) there is a positive and significant
influence of the positioning on performance marketing.

Keywords: Marketing Relation, Positioning, Marketing Performance.