PERAN MODAL INTELEKTUAL SEBAGAI SUMBER PENCIPTAAN NILAI PELANGGAN DALAM PREFERENSI MEREK UNTUK KEUNGGULAN KOMPETITIF BERKELANJUTAN: STUDI EKUITAS MEREK PADA WIRAUSAHA MUDA
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Abstract
Objektif. Penelitian ini menggarisbawahi bahwa kinerja organisasi ditentukan oleh Modal Kapital, yang menjadi sumber utama keunggulan kompetitif berkelanjutan, dan fondasi kesuksesan bisnis, yang terletak pada kemampuannya untuk menciptakan keunggulan kompetitif yang berkelanjutan, dengan menyediakan sumber diferensiasi nilai pelanggan yang sulit ditiru, dan tidak tergantikan.
Material dan Metode. Pendekatan kuantitatif dengan analisis data multivariat dan serangkaian uji regresi liner berganda dipergunakan untuk menyelidiki keterkaitan antara pengetahuan organisasi dan manajemen pembelajaran, nilai keuangan dan pengalaman pelanggan, termasuk keterlibatan merek
Hasil. Modal Kapital terbukti menjadi sumber daya utama yang memungkinkan organisasi untuk memanfaatkan pengetahuan, wawasan, serta keterlibatan penuh semua anggota organisasi untuk mengakuisisi nilai pelanggan yang unik, dan keunggulan kompetitif yang berkelanjutan pada posisi reputasi dan citranya di pangsa pasar.
Kesimpulan. Penelitian ini mengklarifikasi korelasi positif signifikan antara modal intelektual, pendekatan pemasaran berbasis nilai, dan preferensi merek pelanggan sebagai strategi keberhasilan inti untuk meningkatkan keunggulan kompetitif berkelanjutan organisasi.
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