Pengaruh Orientasi Pasar, Inovasi Produk Dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran Pada Usaha Kecil Menengah (UKM) Batik Laweyan Surakarta Tahun 2021

Dwi Atmaja, Fajar and , Rochman Hadi Mustofa, S.Pd., M.Pd (2022) Pengaruh Orientasi Pasar, Inovasi Produk Dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran Pada Usaha Kecil Menengah (UKM) Batik Laweyan Surakarta Tahun 2021. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of Market Orientation, Product Innovation and Marketing Strategy Creativity on Marketing Performance in Small and Medium Enterprises (UKM) Batik Laweyan Surakarta. The research method uses quantitative research. The population is Small and Medium Enterprises (UKM) Batik Laweyan Surakarta as many as 32 respondents and used as the sample and the sampling technique used the census. Multiple regression analysis tools, t test (partial test), F test (simultaneous test) and the coefficient of determination test (R2). The results showed that market orientation, product innovation and marketing strategy creativity had an effect on marketing performance in Small and Medium Enterprises (UKM) Batik Laweyan Surakarta. Implications of the research presented by Market Orientation on marketing performance related to the business being managed is always committed to satisfying and fulfilling the wishes of customers and the business I manage is able to understand customer complaints. Product innovation on marketing performance is related to business that is managed to always create products with different batik designs and can make products with different batik raw materials than usual. Marketing Strategy Creativity on marketing performance relates to managed businesses to be able to assess and analyze existing products to be developed and combine them with existing ideas so as to produce new products that attract buyers and are able to find new ideas as solutions in dealing with problems. Suggestions: it is expected to directly supervise the filling of answers or by reading them out, so that the answers from respondents can reflect the actual situation. Future researchers are expected to serve as a reference for future researchers, so that they will improve the shortcomings or weaknesses in research results that affect marketing performance by adding variables to complete it, such as price, promotion and others. For the next researcher, it is expected to add research objects and add research samples to re-proven the object of research in this study.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Market Orientation, Product Innovation and Marketing Strategy Creativity on Marketing Performance
Subjects:	H Social Sciences > HF Commerce L Education > LC Special aspects of education > LC5301 Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	FAJAR DWI ATMAJA
Date Deposited:	04 Jul 2022 03:40
Last Modified:	14 Sep 2022 07:52
URI:	http://eprints.ums.ac.id/id/eprint/101188

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