The Effect of Marketing Ability In Turbulence Environments In The Fast Food Industry

Abstract

This study describes the influence of marketing capabilities on Critical marketing responsiveness capabilities (CMRcap) and company performance in a turbulent environment in the fast food industry PT. Cipta various tastes in East Java. The sample in this study were all Cbezt restaurant managers in the East Java region, a total of 154 respondents using the structural equation modeling (SEM) analysis technique. The conclusion of this study is first, marketing ability has a significant effect on Critical marketing responsiveness capabilities (CMRcap). Second, marketing capability has a significant effect on the Turbulence Environment. Third, company performance has no significant effect on company performance. Fourth, Critical Marketing Responsiveness Capabilities (CMRcap) has a significant effect on company performance. And fifth, the Turbulence Environment has a significant effect on Company Performance. The results of this study indicate that the importance of the role of marketing ability in industrial environmental turnover so that it can be considered how companies deal with changes and challenges that arise in the world of competition.