Self Confidence, Coopetition Dan Goal Commitment Di Kalangan Tenaga Pemasar Milenial

Damaruci Damaruci

Sari


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

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Referensi


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DOI: https://doi.org/10.37531/yum.v7i2.6833

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