Pengaruh Digital Marketing Capabilities untuk Meningkatkan Lead Generation pada Perusahaan Konstruksi
DOI:
https://doi.org/10.23917/benefit.v11i1.15990Keywords:
digital marketing , sales, lead generation, marketing performance, SEM-PLS, mediation.Abstract
Hingga akhir tahun 2024, penjualan pada pasar e-commerce masih didominasi oleh produk Fast-Moving Consumer Goods (FMCG), fashion, serta otomotif, sementara sektor konstruksi belum menunjukkan data penjualan digital yang valid dan signifikan. Kondisi ini mengindikasikan bahwa industri konstruksi masih tertinggal dalam pemanfaatan digital marketing dan cenderung mengandalkan metode pemasaran konvensional,. Padahal, meningkatnya persaingan dan perubahan perilaku konsumen menuntut perusahaan konstruksi untuk mengadopsi strategi pemasaran yang lebih adaptif dan berbasis digital. Hal tersebut tercermin pada proyek yang dikembangkan oleh PT. PPP, yang selama sepuluh tahun pemasaran konvensional baru mampu menjual sekitar 60% unit. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing Capability (DMC) terhadap Marketing Performance (MP) dengan Lead Generation (LG) sebagai variabel mediasi. Metode penelitian menggunakan pendekatan kuantitatif dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa DMC berpengaruh positif dan signifikan terhadap LG, serta LG berpengaruh positif dan signifikan terhadap MP. Namun, DMC tidak berpengaruh signifikan secara langsung terhadap MP. Selanjutnya, LG terbukti memediasi secara penuh hubungan antara DMC dan MP.
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