STRATEGIC SYNERGY BETWEEN HUMAN RESOURCE MANAGEMENT AND MARKETING MANAGEMENT TO ENHANCE COMPETITIVE ADVANTAGE
DOI:
https://doi.org/10.47652/metadata.v8i2.1106Kata Kunci:
Human Resource Management, Marketing Management, Strategic Synergy, Competitive Advantage, Organizational PerformanceAbstrak
This study aims to analyze the strategic synergy between Human Resource Management and Marketing Management in improving competitive advantage within organizations. In the increasingly competitive business environment, companies are required to integrate internal resource management with effective marketing strategies to achieve sustainable organizational performance. This research uses a quantitative approach with data collection techniques through questionnaires distributed to employees and management involved in human resource and marketing activities. The data were analyzed using multiple linear regression analysis to determine the influence of Human Resource Management and Marketing Management on competitive advantage. The results of the study indicate that Human Resource Management has a positive and significant effect on competitive advantage through employee competency development, work motivation, and organizational commitment. In addition, Marketing Management also significantly influences competitive advantage through customer-oriented strategies, innovation, and market expansion. Simultaneously, the synergy between Human Resource Management and Marketing Management contributes significantly to strengthening organizational competitiveness. This study concludes that strategic collaboration between human resource management and marketing management can create sustainable competitive advantages and improve organizational performance in facing business competition.
Referensi
Ahmed, Z., Khuwaja, F. M., Brohi, N. A., Othman, I., & Bin Laluddin, H. (2020). Organizational factors and organizational performance: A resource-based view and social exchange theory perspective. International Journal of Management Practice, 13(6), 762–781. https://doi.org/10.1504/IJMP.2020.10033671
Alshurideh, M., Al Kurdi, B., Tariq, E., & Salloum, S. A. (2022). The effect of human resource management practices on organizational performance in digital transformation. Information Sciences Letters, 11(2), 451–460. https://doi.org/10.18576/isl/110218
Chatterjee, S., Chaudhuri, R., Vrontis, D., & Thrassou, A. (2023). Digital marketing and organizational competitive advantage: The mediating role of customer engagement. Journal of Business Research, 157, 113558. https://doi.org/10.1016/j.jbusres.2022.113558
Creswell, J. W. (2021). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 6th ed. Sage Publications. California.
Ghozali, I. (2021). Multivariate Analysis Application with IBM SPSS 26 Program. 10th ed. Diponegoro University Publishing Board. Semarang.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3rd ed. Sage Publications. California.
Hassan, M., Shaukat, S., Nawaz, M., & Naz, S. (2024). The impact of digital marketing capabilities on customer loyalty and business performance. Sustainability, 16(3), 1154. https://doi.org/10.3390/su16031154
Khan, H., Rehman, S. U., & Ullah, A. (2021). Human resource practices and marketing effectiveness: Evidence from service organizations. Journal of Asian Finance, Economics and Business, 8(4), 789–797. https://doi.org/10.13106/jafeb.2021.vol8.no4.0789
Kotler, P., & Keller, K. L. (2021). Marketing Management. 16th ed. Pearson Education Limited. England.
Li, X., Zhang, Y., & Chen, J. (2023). Strategic integration of human resource management and marketing capability toward competitive advantage. Journal of Business & Industrial Marketing, 38(9), 1771–1785. https://doi.org/10.1108/JBIM-10-2022-0471
Nguyen, T. T., Le, P. B., & Tran, Q. H. (2021). Human resource training and organizational productivity in emerging markets. Management Science Letters, 11(5), 1543–1552. https://doi.org/10.5267/j.msl.2020.12.025
Rahman, M. S., Hossain, M. A., & Islam, M. T. (2022). Digital marketing strategies and competitive advantage in SMEs. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 210. https://doi.org/10.3390/joitmc8040210
Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill-Building Approach. 8th ed. Wiley. United Kingdom.
Singh, S., & Kassa, M. (2021). Human resource capability and sustainable competitive advantage: Evidence from manufacturing firms. International Journal of Organizational Analysis, 29(5), 1267–1284. https://doi.org/10.1108/IJOA-09-2020-2421
Sugiyono. (2022). Quantitative, Qualitative, and R&D Research Methods. Alphabet. Bandung.
Nst, V. F. H., Isnaini, D. B. J., Supriadi, S., Syafrizal, S., & Ichsan, R. N. (2025). Model Of Human Resource Collaboration Strategy In Strengthening Msme Halal Products In The Indonesian Nias Islands. Scientific Journal of METADATA, 7(3), 62-79.
Ichsan, R. N., Nst, V. F. H., Supriadi, S., Syafrizal, S., & Lubis, F. P. A. (2025). Sharia principles, digital transformation, and local economy: Challenges and opportunities for Sharia cooperatives in Langkat Regency. Scientific Journal of METADATA, 7(3), 30-41.
Ichsan, R. N., Siregar, B. A., Suma, D., Nst, V. F. H., & Lubis, F. P. A. (2025). Halal Industry In The Fulfillment Of Sharia Maqasid: A Qualitative Study On Halal Business Actors In North Sumatra. Scientific Journal of METADATA, 7(2), 80-97.
Wijaya, D. M., Nst, V. F. H., & Isnaini, D. B. Y. (2025). Designing A Talent Management Strategy To Address Organizational Transformation Challenges: A Case Study of PT. Sentosa Deli Mandiri. Monetically: Journal of Finance and Banking, 13(1), 125-138.
Nst, V. F. H., Ichsan, R. N., Supriadi, S., & Lubis, F. P. A. (2025). Education on the concept of Muslim-friendly tourism for tourism business actors in Lalat Regency, North Sumatra. Journal of Community Service Hablum Minannas, 4(1), 26-36.
