Strategi Pemasaran Dalam Membentuk Dan Mengelola Harapan Stakeholder
Kata Kunci:
pemasaran, kepercayaan, kepuasan.Abstrak
Penelitian ini bertujuan untuk menganalisis peran strategi pemasaran dalam membentuk dan mengelola harapan stakeholder serta pengaruhnya terhadap kepercayaan, reputasi, dan kepuasan organisasi. Latar belakang penelitian ini didasari oleh meningkatnya kebutuhan organisasi untuk mempertahankan legitimasi sosial melalui komunikasi yang transparan, partisipatif, dan berorientasi pada nilai bersama dengan stakeholder. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) terhadap 300 responden yang terdiri dari pelanggan, karyawan, pemasok, masyarakat, serta investor dan regulator. Hasil penelitian menunjukkan bahwa strategi pemasaran memiliki pengaruh signifikan terhadap kepercayaan stakeholder (β = 0,63, p < 0,001), reputasi organisasi (β = 0,52, p = 0,001), dan kepuasan melalui mediasi kepercayaan (β = 0,57, p < 0,001). Seluruh variabel penelitian memperoleh nilai rata-rata di atas 4,0, menandakan persepsi positif stakeholder terhadap efektivitas strategi pemasaran berbasis keterlibatan. Temuan ini memperkuat stakeholder theory dan legitimacy theory yang menempatkan pemasaran tidak hanya sebagai instrumen ekonomi, tetapi juga sebagai mekanisme sosial yang membangun kredibilitas dan kepercayaan publik. Secara praktis, hasil penelitian menegaskan pentingnya komunikasi dua arah, transparansi, dan evaluasi ekspektasi secara berkelanjutan dalam menciptakan hubungan yang harmonis antara organisasi dan stakeholder.
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