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Daman SUDARMAN,Dwi KARTINI,R Arief HELMI,Rita Komala DEWI 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.6
RTD tea, which is the most popular soft drink choice after bottled water, has experienced trade challenges during the COVID-19 pandemic. The purpose of this study was to examine the effect of managerial capabilities, strategic alliance and strategic innovation on product lifecycle management and corporate performance is moderated by the social media in RTD tea companies. The research method used in this research is a quantitative approach with data processing using SemPls. The results showed that the Managerial Capabilities variable did not have a significant effect on Marketing Performance, the Managerial Capabilities variable did not have a significant effect on Product Lifecycle Management, the Product Lifecycle Management variable had a significant effect on Marketing Performance, the Social Media variable was proven to mediate PLM Marketing Performance, the Strategic Alliance variable did not have a significant effect on Marketing Performance. The Strategic Alliance variable had no significant effect on Product Lifecycle Management, the Strategic Innovation variable had a significant effect on Marketing Performance, and the Strategic Innovation variable had a significant effect on Product Lifecycle Management.
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