Sugito, Pudjo, Handayani, Krisnawuri and Singgih, Mohamad Nur The interrelation of corporate branding toward competitiveness and moderating of customer relationship management. In: The 4th Annual International Conference on Business and Public Administration (AICoBPA) 2021, November 9th-10th, 2021, Universitas Brawijaya Malang.

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Abstract

Research of The Interrelation of Corporate Branding toward Competitiveness and Moderating of Customer Relationship Managementis intended to analyze the influence of corporate branding on competitiveness, analyze the influence of customer relationship management on competitiveness and analyze the moderating function of Customer Relationship Management on the relationship between corporate branding and competitiveness. The population of this study are medium and large industries in East Java, Indonesia with locations in industrial centers in the Gerbang Kertasusila area (Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo and Lamongan). The sampling
technique used a proportional random sampling. While the research instrument used a questionnaire that had previously been tested for validity and reliability. The questionnaire was then broadcast to the management as a respondent. The data analysis technique uses Smart PLS. Based on the results of primary data analysis, it was revealed that corporate branding effect significantly on competitiveness, customer relationship management effect also significantly on competitiveness, however, customer
relationship management does not moderate the effect of corporate branding toward competitiveness.

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