IMPROVED MARKETING PERFORMANCE MODEL BASED ON BRAND MANAGEMENT CAPABILITY AND MARKETING INNOVATIVENESS THROUGH AN ISLAMIC MARKETING COMMUNICATION STRATEGY

KHASANAH, USWATUN (2019) IMPROVED MARKETING PERFORMANCE MODEL BASED ON BRAND MANAGEMENT CAPABILITY AND MARKETING INNOVATIVENESS THROUGH AN ISLAMIC MARKETING COMMUNICATION STRATEGY. Undergraduate thesis, Universitas Islam Sultan Agung.

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Abstract

Industri busana muslim menunjukan perkembangan yang semakin pesat, hal tersebut menjadikan tantangan untuk UMKM dalam meningkatkan kinerja marketing . Penelitian ini bertujuan menguji pengaruh brand management capability, marketing inovativeness dan Islamic marketing communication terhadap marketing performance. Variabel ini diharapkan dapat meningkatkan kinerja pemasaran. Data yang digunakan dalam penelitian berdasarkan hasil kuesioner yang di dapatkan dari responden pemilik UMKM fashion muslim di Jawa Tengah dengan jumlah sempel 192 responden. Teknik analisis data yang digunakan adalah analisi regresi linier berganda, uji t, uji f. Alat analisis data menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa brand management capability, marketing inovativeness dan Islamic marketing communication memiliki pengaruh posistif dan signifikan terhadap marketing performance . Kata kunci : Brand Management Capability, Marketing Inovativeness, Islamic Marketing Communication, 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:	23 Jan 2020 06:08
Last Modified:	23 Jan 2020 06:08
URI:	http://repository.unissula.ac.id/id/eprint/15357

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