Andriyan, David and -, Muhammad Sholahuddin, S.E., M.Si., Ph.D and -, Imronudin, S.E., M.Si., Ph.D. (2023) Pengaruh Strategi Inovasi, Orientasi Pasar, Orientasi Kewirausahaan Terhadap Kinerja Pemasaran (Studi pada Paguyuban Batik Desa Pilang Kecamatan Masaran). Thesis thesis, Universitas Muhammadiyah Surakarta.
![[img]](https://eprints.ums.ac.id/style/images/fileicons/application_pdf.png) |
PDF (Bab-I)
BAB I.pdf Download (275kB) |
|
PDF (Bab-III)
BAB III.pdf Restricted to Repository staff only Download (303kB) |
|
PDF (Bab-IV)
BAB IV.pdf Restricted to Repository staff only Download (347kB) |
|
PDF (Bab-V)
BAB V.pdf Restricted to Repository staff only Download (154kB) |
|
PDF (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Download (368kB) |
|
PDF (LAMPIRAN)
LAMPIRAN.pdf Restricted to Repository staff only Download (442kB) |
|
PDF (Halaman Depan)
halaman depan.pdf Download (591kB) |
|
PDF (Bab-II)
BAB II.pdf Restricted to Repository staff only Download (197kB) |
|
PDF (Naskah Publikasi)
Naskah Publikasi - Copy.pdf Download (446kB) |
|
PDF (Surat Pernyataan Publikasi)
SURAT PERNYATAAN PUBLIKASI.pdf Restricted to Repository staff only Download (227kB) |
Abstract
This study aims to analyze the influence of: 1) innovation strategy on marketing performance. 2) market orientation on marketing performance. 3) entrepreneurial orientation on marketing performance. The sample in this research consists of 53 batik artisans in Pilang Masaran Sragen, selected using a saturation or census sampling technique. This study falls under the category of quantitative causal research. The data analysis technique employs Partial Least Square using the SmartPLS 3.0 application. Based on the research findings, it is revealed that: 1) innovation strategy has a positive and significant impact on marketing performance. 2) market orientation has a positive and significant impact on marketing performance. 3) entrepreneurial orientation has a positive and significant impact on marketing performance. The results of this study provide valuable guidance for batik artisans in Pilang Masaran Sragen. The findings that innovation strategy, market orientation, and entrepreneurial orientation have a positive and significant influence on marketing performance can serve as a foundation for designing more effective marketing strategies.
| Item Type: | Thesis (Thesis) |
|---|---|
| Uncontrolled Keywords: | Strategi Inovasi, Orientasi pasar, Orientasi Kewirausahaan, Kinerja Pemasaran |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Management, Business and Labor > HD28 Management |
| Divisions: | Fakultas Pasca Sarjana > Magister Manajemen |
| Depositing User: | DAVID ANDRIYAN |
| Date Deposited: | 30 Aug 2023 01:47 |
| Last Modified: | 23 Dec 2023 06:18 |
| URI: | http://eprints.ums.ac.id/id/eprint/116788 |
Actions (login required)
 |
View Item |
