Riyanto, Afandi Septian and , Dr. Muzakar Isa, SE, M.Si. (2023) Pengaruh Orientasi Pasar, Inovasi Produk Melalui Keunggulan Bersaing Terhadap Kinerja Pemasaran Keramik Lantai Di Sukoharjo. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of market orientation and product innovation on marketing performance through the competitive advantage of the floor tiles business in Sukoharjo. Marketing performance is sales growth based on the extent to which the company is able to retain existing customers or increase the number of new customers. Marketing performance can be measured through market orientation, product innovation and competitive advantage. A company that prioritizes marketing will strive to create goods or services that have satisfactory value for consumers so that consumers will be interested in buying and using them. The technique used in sampling in this study is a total sampling technique with a total sample of 100 respondents. The research method used is path analysis. The results show that market orientation and product innovation have a direct effect on marketing performance and indirectly through competitive advantage.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Market Orientation, Product Innovation, Competitive Advantage, Marketing Performance |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ALFANDI SEPTIAN RIYANTO |
| Date Deposited: | 16 Aug 2023 08:02 |
| Last Modified: | 16 Aug 2023 08:02 |
| URI: | http://eprints.ums.ac.id/id/eprint/115878 |
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