Fungsi Marketing sebagai Penggerak Rantai Nilai dalam Organisasi : Sebuah Systematic Literature Review

Abstract

The role of marketing in modern organizations has undergone significant development, evolving from just a promotional or sales function to a key driver in creating, delivering, and maintaining value along the organization's value chain. However, most previous research has focused on increasing sales or partial customer satisfaction, while studies linking marketing functions to overall value chain mechanisms, particularly in the healthcare sector, remain limited. This research aims to fill this gap by conducting a systematic review of the literature that discusses marketing involvement in every stage of the value creation process, starting from product planning, procurement, production, distribution, to post-sales interaction. The method used is Systematic Literature Review (SLR) with the PRISMA protocol. A total of 19 articles that met the inclusion criteria were analyzed, revealing that marketing plays a strategic role as a link between customer needs and internal organizational capabilities. It strengthens coordination between departments and increases competitive advantage through innovation and the use of digital technology. The study's findings emphasize the importance of marketing functions in fostering value creation throughout the value chain. The implications of this research confirm the need for comprehensive integration of marketing into value chain management strategies, especially within the healthcare sector. This approach is crucial to strengthening customer journeys, enhancing service delivery, and building long-term, trust-based relationships with customers, thus improving organizational performance and sustainability