PERAN KOMPETENSI KERJA DALAM MEMEDIASI PENGARUH AWARENESS DAN KNOWLEDGE TERHADAP KINERJA MARKETING PADA PT WOM FINANCE TBK REGIONAL JAWA BARAT

Heri Hermawan, Hery Winoto Tj

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh awareness dan knowledge terhadap kinerja marketing melalui kompetensi kerja sebagai variabel mediasi pada PT Wahana Ottomitra Multiartha Tbk Regional Jawa Barat. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian berjumlah 117 tenaga marketing yang seluruhnya dijadikan sampel menggunakan teknik total sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert lima poin. Analisis data menggunakan Structural Equation Modeling Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa awareness berpengaruh positif dan signifikan terhadap kompetensi kerja maupun kinerja marketing. Knowledge juga berpengaruh positif dan signifikan terhadap kompetensi kerja serta kinerja marketing. Kompetensi kerja terbukti memberikan pengaruh positif dan signifikan terhadap kinerja marketing. Selain itu, kompetensi kerja mampu memediasi secara signifikan pengaruh awareness dan knowledge terhadap kinerja marketing. Temuan ini menunjukkan bahwa peningkatan kesadaran terhadap pekerjaan dan pengetahuan karyawan akan memberikan dampak yang lebih optimal terhadap kinerja marketing apabila didukung oleh kompetensi kerja yang memadai. Oleh karena itu, perusahaan perlu memperkuat program pengembangan kompetensi melalui pelatihan, peningkatan pengetahuan, serta penguatan pemahaman terhadap tugas dan standar kerja guna meningkatkan kinerja marketing secara berkelanjutan.

Keywords


Awareness, Knowledge, Kompetensi Kerja, Kinerja Marketing, SEM-PLS.

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DOI: https://doi.org/10.37479/jimb.v9i2.41164

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo