PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARAN MELALUI KEUNGGULAN POSISIONAL LAYANAN (Studi Pada UMKM Kedai Kopi di Kota Semarang)

Utama, Bima (2021) PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARAN MELALUI KEUNGGULAN POSISIONAL LAYANAN (Studi Pada UMKM Kedai Kopi di Kota Semarang). Undergraduate thesis, Universitas Islam Sultan Agung Semarang.

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Abstract

This study aims to determine the effect of market orientation and entrepreneurial orientation on marketing performance through positional service excellence in coffee shops in Semarang City. In this modern era, coffee shops are growing because the millennial generation, especially students, prefer to gather in coffee shops. This study aims to examine and examine the effect of market orientation, entrepreneurial orientation on marketing performance mediated by mood. The population in this study is the owner of coffee shops in the city of Semarang, amounting to 104 people. The number of samples used in this study were 104 respondents and used the census method. The method of data analysis in this study is multiple linear regression. Based on the test results, it is found that market orientation, entrepreneurial orientation have a positive and significant effect on service positional excellence and marketing performance. From the results of the Sobel test, it is known that Service Positional Excellence mediates the relationship between market orientation, entrepreneurial orientation and marketing performance. It is known that the variables, market orientation, entrepreneurial orientation can explain the positional advantage of services by 32.11%. While the Service Positional Advantage variable can explain 62% Marketing Performance. Keyword : Market Orientation, entrepreneurial orientation, positional advantage of services , 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 3 UNISSULA
Date Deposited:	20 Jun 2022 07:12
Last Modified:	20 Jun 2022 07:12
URI:	http://repository.unissula.ac.id/id/eprint/23079

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