Marketing plan and employee competencies on performance In The Marketing Department Of The Indonesian Tobacco Company, Tbk
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Published:
Feb 28, 2024
Keywords:
Company performance, Employee competency, Marketing plan
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Economy
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Abstract
Restrictions and prohibitions on promotions, advertising and even sponsorship as a means of marketing tobacco-based products are a challenge for tobacco-based producing companies. The company strives to increase excellence in preparing marketing plans and competent human resources to achieve company performance. The aim of this research is to examine the influence of marketing planning and employee competency on company performance. This descriptive research took a sampling of marketing employees at PT. Indonesian Tobacco, tbk using total population study techniques, and data collected through questionnaires and company performance documents. The results of the structural equation model (SEM) analysis show that the predictor model construct is quite good; the results of the hypothesis test show a value of t= 2.030 at p=0.043 (p<0.05) which means that the marketing plan has a significant effect on company performance; and the t value = 5.615 at p = 0.000 (p <0.05) proves that employee competency has a significant effect on company performance. So it can be concluded that marketing plans and employee competency have a significant effect on company performance, and marketing plan variables and employee competency can be used as predictive tools to measure the level of success or performance of companies that experience restrictions and prohibitions on marketing activities
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Ariftian Zuhdi, A. I. and Hidayat, A. . (2024) “Marketing plan and employee competencies on performance In The Marketing Department Of The Indonesian Tobacco Company, Tbk”, Jurnal Mantik, 7(4), pp. 3421-3431. Available at: https://www.iocscience.org/ejournal/index.php/mantik/article/view/4667 (Accessed: 19April2026).
References
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Widiyati, W., & Minartiwi, Y. (2020). Business Planning Analysis Using SWOT and MPSK Analysis (Case Study of the Harapan Sejati Nganjuk Cigarette Company). Journal of Cyber-Technology, 14(2).
Auliyani, W., & Mulyanti, D. (2023). Studi Tinjauan Teoritis: Pengaruh Kompetensi Kerja. Jurnal Ekonomi, Bisnis Dan Manajemen, 2(2), 133–139. https://doi.org/10.58192/ebismen.v2i2.814
Duncan, L. R., Pearson, E. S., & Maddison, R. (2018b). Smoking prevention in children and adolescents: A systematic review of individualized interventions. Patient Education and Counseling, 101(3), 375–388. https://doi.org/10.1016/J.PEC.2017.09.011
Elliott, L., Elliott, M., Slaa, C. Te, & Wang, Z. (2020). New generation grain contracts in corn and soybean commodity markets. Journal of Commodity Markets, 20, 100113. https://doi.org/10.1016/J.JCOMM.2019.100113
Erdiana, A. E., & Farida, S. N. (2021). Analisis Strategi Pemasaran Di Tengah Pandemi Covid-19 Untuk Meningkatkan Omzet Penjualan Pada Restu Bakery Bojonegoro. Journal Publicuho, 4(1), 146. https://doi.org/10.35817/jpu.v4i1.16794
Fajrin, D. (2022). Marketing Strategy: Concepts, Theories, and. Implementation. In Pascal Books. Pascal Books.
Garson, G. D. (2016). Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers.
Ghozali, I. (2018). Structural Equation Model Alternative Method with Partial Least Square (4th ed.). Undip Publishing Agency.
Gozi, A., Suharto, A., & Izzuddin, A. (2022). Analisis strategi pemasaran tembakau reconsitute (Studi Kasus di PT. Natobin Tobacco Internasional, Bondowoso). Jurnal Komunikasi Bisnis Dan Manajemen, 5(2), 1–14.
Hanum, N., Munandar, J. M., & Purwono, J. (2020). the Influence of Competence and Knowledge Management on Performance. Jurnal Aplikasi Manajemen, 18(2), 252–260. https://doi.org/10.21776/ub.jam.2020.018.02.05
Henriksen, L., Schleicher, N. C., Johnson, T. O., Roeseler, A., & Zhu, S. H. (2020). Retail Tobacco Marketing in Rural Versus Nonrural Counties: Product Availability, Discounts, and Prices. Health Promotion Practice, 21(1), 27–36. https://doi.org/10.1177/1524839919888652
Iskamto, D. (2022). Analysis of The Impact of Competence on Performance: An Investigative In Educational Institutions. Asean International Journal of Business, 1(1), 68–76. https://doi.org/10.54099/aijb.v1i1.74
Ismail, S., Setyorini, T. A., & Arochmawati, I. W. (2022). Marketing Plan, Operational Plan, and Human Capital Plan as Efforts to Achieve the Short-Term Strategy of PT Bestindo Jaya Indonesia. International Journal of Research and Review, 9(6), 394–405. https://doi.org/10.52403/ijrr.20220642
Kotler, P., & Keller, K. L. (2016). Marketing management. In Pearson Education (15th ed.). Pearson Education.
Muhaimin, A. W., & Wijayanti, V. (2019). Analysis of Market Structure, Conduct and Performance of Corn (Zea Mays L.) in Kedung Malang Village, Papar District, Kediri Regency, East Java. International Journal of Civil Engineering and Technology (IJCIET), 10(06), 10–16. http://www.iaeme.com/ijciet/issues.asp?JType=IJCIET&VType=10&IType=06
Muliawati, T., & Frianto, A. (2020). Peran Work-Life Balance Dan Kepuasan Kerja Terhadap Kinerja Karyawan Milenial: Studi Literatur. Jurnal Ilmu Manajemen (JIM), 8(3), 606–619.
Prakoso, T. (2019). Strategi Pemasaran Dalam Rangka Peningkatan Penjualan Produk Rokok Lucky Strike Mild PT. Bentoel Investama, Tbk Wilayah Pemasaran Depok. Jurnal Lentera Akuntansi, 4(2), 80–96.
Putri, K. D. C., Sari, M. M. R., Ramantha, I. W., & Budiasih, I. G. A. N. (2019). Effect of self-efficacy, competence and compensation in performance of financial manager on motivation as moderation. International Research Journal of Management, IT and Social Sciences, 6(3), 83–93. https://doi.org/10.21744/irjmis.v6n3.635
Qurtubi, Q., Trisnaningtias, D. M., & Yudhanata, M. F. (2019). Identifikasi Variabel yang Berpengaruh terhadap Kinerja Pemasaran dan Indikator Kinerja Pemasaran untuk Industri Hotel. Jurnal Sistem Dan Manajemen Industri, 3(1), 1. https://doi.org/10.30656/jsmi.v3i1.1432
Rahayu, H. S. P., Dewi, M., & Abid, M. (2021). Analysis of Marketing Margins and Farmers’ Shares on Corn in Sigi Regency, Central Sulawesi, Indonesia. Caraka Tani: Journal of Sustainable Agriculture, 36(2), 355. https://doi.org/10.20961/carakatani.v36i2.49409
Rahmanto, T. D. (2022). Analisis strategi marketing pt taru martani dalam menjaga konsistensi penjualan produk tembakau cerutu dan tembakau linting LINTING. Universitas AMIKOM Yogyakarta.
Ranabhat, C. L., Kim, C. B., Park, M. B., & Jakovljevic, M. (2019). Situation, impacts, and future challenges of tobacco control policies for youth: An explorative systematic policy review. Frontiers in Pharmacology, 10(September), 1–13. https://doi.org/10.3389/fphar.2019.00981
Ridwan, M., Mulyani, S. R., & Ali, H. (2020). Improving employee performance through perceived organizational support, organizational commitment and organizational citizenship behavior. Systematic Reviews in Pharmacy, 11(12), 839–849. https://doi.org/10.31838/srp.2020.5.123
Rosário, A. T., & Patri?cio, R. (2023). Why Marketing Plan Still Matters in Uncertain Times. Journal of Namibian Studies?: History Politics Culture, 33, 1467–1490. https://doi.org/10.59670/jns.v33i.797
Sahir, S. H., & Rosmawati, R. (2020). Management Analysis Journal Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop Business. Management Analysis Journal, 9(4), 459–466. http://maj.unnes.ac.id
Setiyawati, E., Indradewa, R., & Rahmat Syah, T. Y. (2021). Marketing Plan for Business Startups “Jamu Partnership” in Indonesia. International Journal of Research and Review, 8(8), 327–333. https://doi.org/10.52403/ijrr.20210845
Sinambela, L. P. (2016). Human Resource Management. PT Bumi Aksara.
Vishwakarma, A. K., & Angerhofer, M. D. (2021). Intellectual Property Rights and Public Policy on the Role of Plain Packaging and Health Care in India. Indonesian Journal of International Law, 18(4), 481–500. https://doi.org/10.17304/ijil.vol18.4.820
Widiyati, W., & Minartiwi, Y. (2020). Business Planning Analysis Using SWOT and MPSK Analysis (Case Study of the Harapan Sejati Nganjuk Cigarette Company). Journal of Cyber-Technology, 14(2).
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