THE INFLUENCE OF MARKETING INNOVATIVENESS AND MARKET SENSING CAPABILITY ON MARKETING PERFORMANCE THROUGH RELATIONAL MARKETING STRATEGY

NAZAL, TAHWID (2019) THE INFLUENCE OF MARKETING INNOVATIVENESS AND MARKET SENSING CAPABILITY ON MARKETING PERFORMANCE THROUGH RELATIONAL MARKETING STRATEGY. Undergraduate thesis, Universitas Islam Sultan Agung.

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Abstract

Penelitian ini bertujuan untuk menguji model peningkatan marketing performance berdasarkan marketing innovativeness, market sensing capability melalui relational marketing strategy. Teknik pengambilan sampel dengan metode purposive sampling. Dengan menggunakan sampel sebanyak 100 pelaku UMKM busana fashion Muslim di Jawa Tengah. Teknik analisis data menggunakan regresi dengan software SPSS 22. Hasil penelitian ini menunjukkan bahwa ada pengaruh positif signifikan antara marketing innovativeness, market sensing capability dan relational marketing strategy terhadap marketing performance. Kata kunci : marketing innovativeness, market sensing capability, relational marketing strategy, 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 06:15
Last Modified:	23 Jan 2020 06:15
URI:	http://repository.unissula.ac.id/id/eprint/15372

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