Self Confidence, Coopetition Dan Goal Commitment Di Kalangan Tenaga Pemasar Milenial
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Abstrak
Tenaga pemasar milenial memiliki karakteristik senang berganti pekerjaan menjadi latar belakang penelitian ini. Penelitian ini untuk melihat pengaruh percaya diri dan coopetition terhadap goal commitment. Percaya diri adalah keyakinan bahwa dirinya memiliki kemampuan untuk mencapai tujuan atau tugas tertentu (goal commitment) dengan cara bekerja sama dan berkompetisi. Menarik untuk mengangkat variable Coopetition dalam konteks internal organisasi, karena memang relatif masih sedikit dipelajari. Coopetition biasanya dalam konteks persaingan dan kerjasama antar perusahaan. Konteks pemicu penelitian ini adalah bahwa dalam berkompetisi-berkolaborasi (coopetition) jelas membutuhkan modal rasa percaya diri, sehingga coopetition dan percaya diri perlu dianalisis keterkaitannya dengan goal commitment.
Data dikumpulkan dari survei terhadap 168 karyawan milenial di 42 perusahaan pembiayaan. Pengujian hipotesis dilakukan dengan menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa percaya diri berpengaruh terhadap coopetition, dan keduanya (percaya diri dan coopetition) masing-masing berpengaruh terhadap goal commitment. Penelitian ini memberikan tinjauan hubungan kausalitas variabel percaya diri, coopetition dan goal commitment dalam kerangka input proses ouput sehingga dapat memperkaya kajian coopetition dalam konteks internal organisasi, khususnya di perusahaan pembiayaan. Secara teoritik diharapkan penelitian ini dapat berkontribusi Perusahaan dalam rangka meningkatkan Goal Commitment tenaga pemasar dengan meningkatkan kepercayan diri dan sikap coopetition.
Kata Kunci: Percaya Diri, Coopetition, Goal Commitment, Tenaga Pemasar Milenial
Abstract
Millennial marketers have the characteristic of being happy to change jobs which is the background for this research. This research is to see the influence of self-confidence and coopetition on goal commitment. Self-confidence is the belief that one has the ability to achieve certain goals or tasks (goal commitment) by working together and competing. It is interesting to raise the Cooperation variable in the internal context of organizations, because it is still relatively little studied. Coopetition is usually in the context of competition and cooperation between companies. The context that triggers this research is that competing-collaborating (coopetition) clearly requires capital of self-confidence, so coopetition and self-confidence need to be analyzed in relation to goal commitment.
Data was collected from a survey of 168 millennial employees at 42 finance companies. Hypothesis testing was carried out using PLS-SEM. The research results show that self-confidence influences coopetition, and both (self-confidence and coopetition) each influence goal commitment. This research provides an overview of the causal relationship between the variables self-confidence, coopetition and goal commitment within the framework of the input output process so that it can enrich the study of coopetition in the internal organizational context, especially in finance companies. Theoretically, it is hoped that this research can contribute to the company increasing the Goal Commitment of marketers by increasing self-confidence and coopetition attitudes.
Keywords: Confidence, Coopetition, Goal Commitment, Millennial Marketers
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DOI: https://doi.org/10.37531/yum.v7i2.6773
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