LINKING MARKET SENSING CAPABILITY AND MARKETING PERFORMANCE: THE ROLES OF SPEED TO MARKET STRATEGY AND PIOUS PRODUCT INNOVATIVENESS

SARI, AFRIANA INDAH (2019) LINKING MARKET SENSING CAPABILITY AND MARKETING PERFORMANCE: THE ROLES OF SPEED TO MARKET STRATEGY AND PIOUS PRODUCT INNOVATIVENESS. Undergraduate thesis, Universitas Islam Sultan Agung.

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Abstract

Tujuan dari penelitian ini adalah menganalisis dan mendeskripsikan peningkatan marketing performance melalui market sensing capability, speed to market strategy dan pious product innovativeness pada objek Usaha Mikro Kecil dan Menengah (UMKM) industri fesyen busana muslim di Jawa Tengah. Teknik pengambilan sampel pada penelitian ini menggunakan purposive sampling, sedangkan metode analisis data yang digunakan adalah analisis regresi dan uji Sobel. Hasil penelitian ini menunjukkan bahwa market sensing capability berpengaruh positif signifikan terhadap speed to market strategy, pious product innovativeness dan marketing performance. Penelitian ini juga menemukan bahwa speed to market strategy berpengaruh positif signifikan terhadap pious product innovativeness dan marketing performance. Selanjutnya pious product innovativeness berpengaruh positif signifikan terhadap marketing performance. Temuan lain menunjukkan bahwa speed to market strategy dan pious product innovativeness mampu memediasi hubungan antara market sensing capability terhadap marketing performance. Begitu pula dengan pious product innovativeness mampu memediasi hubungan antara speed to market strategy terhadap marketing performance. Kata Kunci: Market Sensing Capability, Speed to Market Strategy, Pious Product Innovativeness, Marketing Performance

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi Fakultas Ekonomi > Manajemen
Depositing User:	Pustakawan Reviewer UNISSULA
Date Deposited:	22 Jan 2020 07:56
Last Modified:	22 Jan 2020 07:56
URI:	http://repository.unissula.ac.id/id/eprint/15307

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