PERAN KNOWLEDGE MANAGEMENT DAN ORGANIZATIONAL COMMITMENT TERHADAP MARKET PERFOMANCE PADA FIRMA HUKUM MELALUI CUSTOMER RELATIONSHIP MANAGEMENT DAN INNOVATIVE CAPABILITIES SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to examine the influence of knowledge management, organizational commitment, customer relationship management (CRM), and innovation capabilities on market performance in law firms. The research sample consists of lawyers who have been practicing in various law firms for a minimum of seven years. The sampling method employs purposive sampling to ensure relevance to the research context. The study uses a quantitative approach with Structural Equation Modeling (SEM) analysis techniques. The findings reveal that knowledge management has a positive and significant impact on CRM, innovation capabilities, and organizational commitment. Organizational commitment is also found to contribute to the effectiveness of CRM and drive innovation capabilities. Furthermore, CRM directly influences innovation capabilities, which subsequently enhances the market performance of law firms. This study highlights the importance of effective knowledge management, organizational commitment, and the optimal implementation of CRM in supporting innovation and competitiveness in the dynamic legal market. The results provide practical contributions to law firms in designing managerial strategies that promote organizational success.