Analisis Pengaruh Harga, Teknologi, Inovasi Produk Dan Komunikasi Pemasaran Terhadap Kinerja ( Studi Kasus Coffee Shop Wilayah Solo)

Putro, Raditya Arga Purnomo and , Dr. H. Syamsudin, SE, M.M., (2021) Analisis Pengaruh Harga, Teknologi, Inovasi Produk Dan Komunikasi Pemasaran Terhadap Kinerja ( Studi Kasus Coffee Shop Wilayah Solo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of price, technology, product innovation, and marketing communication on performance This research was investigated in the customers of the Coffee Shop in the Solo Region with using the number of samples taken as many as 76 respondents. Technique sampling is probability sampling or simple random sampling. The data analysis technique used is SEM-PLS whose calculations are assisted by the SmartPLS 3.2.9 program. The evaluation analysis of the Partial Least Square (PLS) model is carried out by evaluating the outer model and evaluating the inner model.The results of data analysis show that price, product innovation and marketing communication have a positive and significant effect on performance. While technology has a positive and insignificant effect on performance.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Price, Technology, Product Innovation, Marketing Communication, performance.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RADITYA ARGA PURNOMO PUTRO
Date Deposited:	11 Aug 2021 02:32
Last Modified:	11 Aug 2021 02:32
URI:	http://eprints.ums.ac.id/id/eprint/92864

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