Rinjani, Mhd Qeisha Axel (2026) Pengaruh Digital Marketing Capabilities untuk Meningkatkan Lead generation pada Perusahaan Konstruksi (Studi Kasus: Grand Dharmahusada Lagoon oleh PT.PPP). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Hingga akhir tahun 2024, sektor konstruksi masih belum optimal dalam memanfaatkan digital marketing dan cenderung mengandalkan pemasaran konvensional. Kondisi tersebut tercermin pada proyek PT. PPP yang selama sepuluh tahun baru mampu menjual sekitar 60% unit apartemen. Penelitian ini bertujuan menganalisis pengaruh Digital Marketing Capability (DMC) terhadap Marketing Performance (MP) dengan Lead Generation (LG) sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa DMC berpengaruh positif dan signifikan terhadap LG dengan koefisien 0,609 dan p-value 0,000. LG juga berpengaruh positif dan signifikan terhadap MP dengan koefisien 0,496 dan p-value 0,000. Sementara itu, pengaruh langsung DMC terhadap MP tidak signifikan dengan koefisien 0,085 dan p-value 0,325. Pengujian indirect effect menunjukkan bahwa LG memediasi secara penuh hubungan antara DMC dan MP dengan koefisien 0,302 dan p-value 0,000. Hasil penelitian menunjukkan bahwa efektivitas digital marketing dalam industri konstruksi bergantung pada kemampuan perusahaan dalam menghasilkan dan mengelola prospek pelanggan melalui lead generation.
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As of the end of 2024, the construction sector has not yet optimally adopted digital marketing and continues to rely heavily on conventional marketing methods. This condition is reflected in PT. PPP’s apartment project, which has achieved sales of only approximately 60% of its units over the past ten years. This study aims to analyze the effect of Digital Marketing Capability (DMC) on Marketing Performance (MP), with Lead Generation (LG) serving as a mediating variable. A quantitative approach was employed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that DMC has a positive and significant effect on LG, with a path coefficient of 0.609 and a p-value of 0.000. Furthermore, LG has a positive and significant effect on MP, with a coefficient of 0.496 and a p-value of 0.000. In contrast, the direct effect of DMC on MP is not significant, with a coefficient of 0.085 and a p-value of 0.325. The indirect effect analysis reveals that LG fully mediates the relationship between DMC and MP, with a coefficient of 0.302 and a p-value of 0.000. These findings indicate that the effectiveness of digital marketing in the construction industry depends on a company's ability to generate and manage customer prospects through effective lead generation.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Penjualan, Lead Generation, Marketing Performance, SEM-PLS, digital marketing, sales, Lead Generation, Marketing Performance, SEM-PLS |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Mhd Qeisha Axel Rinjani |
| Date Deposited: | 04 Aug 2026 06:55 |
| Last Modified: | 04 Aug 2026 06:55 |
| URI: | http://repository.its.ac.id/id/eprint/143850 |
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