Pengaruh Orientasi Pasar dan Kreativitas Strategi Pemasaran terhadap Kinerja Pemasaran yang Dimediasi oleh Inovasi Produk (Studi Empiris Pada Kerajinan Guitar di Desa Baki, Sukoharjo)

Mahendra Pratama, Gita Putra and -, Dr. Muzakar Isa, S.E., M.Si. (2021) Pengaruh Orientasi Pasar dan Kreativitas Strategi Pemasaran terhadap Kinerja Pemasaran yang Dimediasi oleh Inovasi Produk (Studi Empiris Pada Kerajinan Guitar di Desa Baki, Sukoharjo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of market orientation and marketing strategy creativity on marketing performance mediated by product innovation. The population and sample in this study were guitar tray craftsmen, Sukoharjo, and the number of respondents as a sample in this study was 50 respondents. The type of data used in this study is primary data. Methods of data collection by using a questionnaire. The data analysis technique uses SEM (Structural Equation Modeling) based on components or variance, namely Partial Least Square (PLS). The results of the analysis in this study indicate that market orientation has a positive but not significant effect on marketing performance, Marketing strategy creativity has a positive and significant effect on marketing performance, Market orientation has a positive and significant effect on product innovation, Marketing strategy creativity has a positive and significant effect on product innovation, Product innovation has a positive and significant effect on marketing performance, market orientation has a positive and significant effect on marketing performance mediated by product innovation, creativity in marketing strategies has a positive and significant effect on marketing performance mediated by product innovation.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: market orientation, marketing strategy creativity, product innovation, marketing performance
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: GITA PUTRA MAHENDRA PRATAMA
Date Deposited: 14 Aug 2021 07:10
Last Modified: 14 Aug 2021 07:10
URI: http://eprints.ums.ac.id/id/eprint/93294

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