PENGARUH CO-BRANDING STRATEGY DAN DISTRIBUTION CHANNEL TERHADAP MARKETING PERFORMANCE DENGAN COMMUNITY MARKETING SEBAGAI VARIABEL MEDIASI: STUDI KASUS PADA UNIT USAHA PESANTREN PENERIMA BANTUAN PROGRAM KEMANDIRIAN PESANTREN

ABDULLOH AZZAHID, . (2026) PENGARUH CO-BRANDING STRATEGY DAN DISTRIBUTION CHANNEL TERHADAP MARKETING PERFORMANCE DENGAN COMMUNITY MARKETING SEBAGAI VARIABEL MEDIASI: STUDI KASUS PADA UNIT USAHA PESANTREN PENERIMA BANTUAN PROGRAM KEMANDIRIAN PESANTREN. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Studi ini mengevaluasi efektivitas strategi pemasaran pada perusahaan keagamaan di negara berkembang, dengan fokus pada pesantren (Islamic Boarding School) yang didanai pemerintah di Indonesia. Menggunakan pemodelan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) pada sampel 230 perusahaan, studi ini meneliti bagaimana strategi co-branding dan manajemen saluran memengaruhi kinerja pemasaran, baik secara langsung maupun melalui mediasi pemasaran sosial. Hasil empiris menunjukkan perspektif negatif: strategi co-branding secara signifikan meningkatkan kinerja (β = 0,208), sedangkan manajemen saluran (β = -0,134) dan pemasaran sosial (β = -0,217) berhubungan negatif dengan kinerja pemasaran. Lebih lanjut, pemasaran sosial ditemukan memediasi secara negatif hubungan antara co-branding dan pemasaran sosial, menunjukkan adanya "biaya sosial" dan "eksklusivitas jaringan" yang membebani efisiensi perusahaan. Temuan ini memberikan kontribusi teoritis penting tentang keterbatasan modal sosial relasional dalam kewirausahaan keagamaan, menunjukkan bahwa ketergantungan yang berlebihan pada komunitas internal dan saluran distribusi tradisional tanpa dukungan digital dapat menghambat pertumbuhan bisnis. ***** This study evaluates the effectiveness of marketing strategies in religious enterprises in developing countries, focusing on government-funded Islamic boarding schools (pesantren) in Indonesia. Using Partial Least Squares (SEMPLS)-based Structural Equation Modeling (SEM-PLS) on a sample of 230 enterprises, the study examines how co-branding and channel management strategies impact marketing performance, both directly and through the mediation of social marketing. Empirical results indicate a negative perspective: co-branding strategies significantly improve performance (β = 0.208), while channel management (β = -0.134) and social marketing (β = -0.217) are negatively related to marketing performance. Furthermore, social marketing is found to negatively mediate the relationship between co-branding and social marketing, suggesting the existence of "social costs" and "network exclusivity" that burden firm efficiency. These findings provide important theoretical contributions on the limitations of relational social capital in religious entrepreneurship, suggesting that overreliance on internal communities and traditional distribution channels without digital support can hinder business growth.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Dr. Mohamad Rizan, SE., MM. ; 2). Prof. Dr. Saparuddin M., M.S.E., M.Si.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Abdulloh Azzahid .
Date Deposited:	05 Feb 2026 03:48
Last Modified:	05 Feb 2026 03:48
URI:	http://repository.unj.ac.id/id/eprint/64835

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