Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Yang Dimediasi Oleh Inovasi (Studi pada Coffeeshop di Surakarta)

Mahardika, Erike and , Dr. Muzaka Isa.,SE.,M.Si (2023) Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Yang Dimediasi Oleh Inovasi (Studi pada Coffeeshop di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of market orientation on marketing performance, analyze the effect of market orientation on product innovation, analyze the effect of product innovation on marketing performance, and analyze the effect of innovation in mediating the relationship between market orientation and marketing performance. This study uses a survey design, namely research that takes samples from a population and uses a questionnaire as a primary data collection tool. The population of this research is coffee shops in Surakarta, totaling 100 coffee shops with purposive sampling and saturated sampling techniques. Based on the research results, it is known that market orientation has a significant effect on the marketing performance of Coffeeshops in Surakarta, so that H₁ is accepted as true. Market orientation has a significant effect on product innovation Coffeeshop in Surakarta, so that H₂ is accepted as true. Innovation directly has a significant effect on the marketing performance of Coffeeshops in Surakarta, so that H₃ is accepted as true. Product innovation mediates the relationship between market orientation and marketing performance of Coffeeshops in Surakarta, so that H₄ is accepted as true. Keywords : market orientation, marketing performance, product innovation.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: market orientation, marketing performance, product innovation.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ERIKE MAHARDIKA
Date Deposited: 23 May 2023 00:56
Last Modified: 23 May 2023 00:56
URI: http://eprints.ums.ac.id/id/eprint/112876

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