PENGARUH PERSEPSI DUKUNGAN PERUSAHAAN, SUPERVISOR, KELUARGA DAN TEMAN TERHADAP SELF ESTEEM DAN SELF EFFICACY PARA TENAGA PEMASAR DI PERUSAHAAN PEMBIAYAAN
DOI:
https://doi.org/10.58890/jkb.v15i2.191Kata Kunci:
Tenaga Pemasar, Persepsi Dukungan, Self Esteem, Self Efficacy.Abstrak
Tujuan penelitan ini adalah untuk mengetahui kekuatan dari beberapa variabel persepsi dukungan yang mempengaruhi self esteem dan self efficacy tenaga pemasar. Penelitian ini menjadi penting, karena tenaga pemasar menjadi tulang punggung di perusahaan pembiayaan. Sebagai seorang tenaga pemasar harus memiliki kepercayaan diri yang tinggi. Dengan karakteristik pekerjaan yang harus berhadapan langsung dengan konsumen melalui proses membujuk, mempengaruhi dan meyakinkan konsumen di tengah ketatnya persaingan dari perusahaan competitor maka seorang tenaga pemasar harus mampu meyakinkan dirinya sendiri sebelum meyakinkan orang lain. Merujuk pada laman breathe-edu.co.uk bahwa percaya diri (self-confidence) pembentuknya adalah self-efficacy dan self-esteem. Dengan menggunakan pendekatan kuantitatif dengan metode survei terhadap 168 tenaga pemasar dari 42 perusahaan pembiayaan di Jakarta Timur dan Bekasi, yang selanjutnya dianalis menggunakan pendekatan Structural Equation Model (SEM) berbasis Partial Least Square (PLS). SEtelah melakukan uji measurement model (analisis outer model) dan uji structural model (analisis inner model) maka diprolah kesimpulan bahwa Persepsi dukungan teman dan keluarga berpengaruh signifikan terhadap self esteem dan self efficacy para tenaga pemasar. Persepsi dukungan supervisor berpengaruh kurang signifikan terhadap self esteem dan self efficacy para tenaga pemasar. . Persepsi dukungan perusahaan berpengaruh signifikan terhadap self esteem para tenaga pemasar namun berpengaruh kurang signifikan terhadap self efficacy para tenaga pemasar.
Unduhan
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