Peran Keunggulan Bersaing dalam Memediasi Pengaruh Saluran Distribusi dan Orientasi Pasar terhadap Kinerja Pemasaran Usaha Mebel di Sentra Rotan Trangsan Sukoharjo

Pratama, Ditiya Agustin Yoga and , Dr. Muzakar Isa, SE, M.Si (2022) Peran Keunggulan Bersaing dalam Memediasi Pengaruh Saluran Distribusi dan Orientasi Pasar terhadap Kinerja Pemasaran Usaha Mebel di Sentra Rotan Trangsan Sukoharjo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of channel distribution and market orientation on marketing performance with competitive advantage as a mediating variable (in the rattan furniture business in Trangsan Sukoharjo village). This study uses a non-probability sampling technique. The data in this study used primary data with the technique of distributing questionnaires to respondents. The scale used is the Likert scale. The sample used was 74 MSME respondents in Trangsan Sukoharjo Village and analyzed using PLS-SEM through the help of SmartPLS 3.0 software. The data analysis method in this study uses an evaluation of the outer model and the inner model evaluation model. The results of this study state that (1) Market orientation has a positive and significant effect on marketing (2) Channel distribution has a negative and insignificant effect on marketing performance (3) Competitive advantage has a positive and significant effect on marketing performance (4) Market orientation has a positive and significant impact on marketing performance. not significant on marketing performance through competitive advantage (5) Distribution channels have a positive and significant effect on marketing performance through competitive competition

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	market orientation, distribution channel, marketing performance, competitive advantage
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DITIYA AGUSTIN YOGA PRATAMA
Date Deposited:	18 Jul 2022 02:15
Last Modified:	18 Jul 2022 02:18
URI:	http://eprints.ums.ac.id/id/eprint/101505

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