Pengaruh Inovasi Produk Dalam Hubungan Orientasi Pasar Dan Kinerja Distribusi Terhadap Kinerja Pemasaran Pelaku Usaha Batik Di Wilayah Eks Karesidenan Surakarta

Suprihono, Basyasyah Alfirdaus Kilda and -, Dr. Muzakar Isa, S.E., M.Si. (2021) Pengaruh Inovasi Produk Dalam Hubungan Orientasi Pasar Dan Kinerja Distribusi Terhadap Kinerja Pemasaran Pelaku Usaha Batik Di Wilayah Eks Karesidenan Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of market orientation and distribution performance on marketing performance mediated by product innovation. The population and sample in this study were batik entrepreneurs in the former residency of Surakarta, and the number of respondents as samples in this study were 135 respondents. 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 and significant effect on marketing performance, distribution performance has no positive and significant effect on marketing performance, market orientation has a positive and significant effect on product innovation, distribution performance has a positive and significant effect on market orientation, product innovation positive and significant effect on marketing performance, market orientation on marketing performance through product innovation as a mediating variable has a positive and significant effect on innovation, distribution performance on marketing performance through product innovation as a mediating variable has a positive and significant effect.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Market Orientation, Distribution Performance, Product Innovation, Marketing 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:	BASYASYAH ALFIRDAUS KILDA S
Date Deposited:	11 Aug 2021 08:31
Last Modified:	11 Aug 2021 08:31
URI:	http://eprints.ums.ac.id/id/eprint/92946

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