PENTINGNYA PERILAKU ORGANISASI DAN STRATEGI PEMASARAN DALAM MENGHADAPI PERSAINGAN BISNIS DI ERA DIGITAL
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Perilaku organisasi, strategi pemasaran, daya saing, inovasi, media sosial, pemasaran digital.
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Abstract
ABSTRACT
In the digital era which is marked by technological developments and changes in consumer behavior, companies are faced with the challenge of increasingly fierce competition. This journal discusses the importance of organizational behavior and marketing strategy in increasing business competitiveness. Positive organizational behavior, such as team collaboration and effective communication, is the key to creating innovation and rapid response to market changes. Meanwhile, adaptive marketing strategies, including the use of social media and digital marketing, allow companies to reach consumers in a more efficient way. Through case analysis and literature studies, this research shows that integration between organizational behavior and marketing strategy not only improves company performance but also creates sustainable competitive advantages. These findings provide valuable insights for business practitioners in formulating effective strategies in the digital era.
ABSTRAK
Di era digital yang ditandai dengan perkembangan teknologi dan perubahan perilaku konsumen, perusahaan dihadapkan pada tantangan persaingan yang semakin ketat. Jurnal ini membahas pentingnya perilaku organisasi dan strategi pemasaran dalam meningkatkan daya saing bisnis. Perilaku organisasi yang positif, seperti kolaborasi tim dan komunikasi efektif, menjadi kunci untuk menciptakan inovasi dan respons cepat terhadap perubahan pasar. Sementara itu, strategi pemasaran yang adaptif, termasuk penggunaan media sosial dan pemasaran digital, memungkinkan perusahaan untuk menjangkau konsumen dengan cara yang lebih efisien. Melalui analisis kasus dan studi literatur, penelitian ini menunjukkan bahwa integrasi antara perilaku organisasi dan strategi pemasaran tidak hanya meningkatkan kinerja perusahaan tetapi juga menciptakan keunggulan kompetitif yang berkelanjutan. Temuan ini memberikan wawasan berharga bagi praktisi bisnis dalam merumuskan strategi yang efektif di era digital.
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