MODEL PENINGKATAN KINERJA PEMASARAN MELALUI INOVASI PRODUK DAN ORIENTASI PASAR DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Studi kasus pada UMKM Makanan Kota Salatiga)

Nurkhakim, Nurkhakim (2021) MODEL PENINGKATAN KINERJA PEMASARAN MELALUI INOVASI PRODUK DAN ORIENTASI PASAR DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Studi kasus pada UMKM Makanan Kota Salatiga). Undergraduate thesis, Universitas Islam Sultan Agung Semarang.

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Abstract

This study was studied to obtain the results of the analysis and identification of the effect of product innovation and market orientation on competitive advantage, the effect of product innovation and market orientation on marketing performance, and the effect of competitive advantage on marketing performance. The population in this study were all owners of Food SMEs in Salatiga City, amounting to 667. The sample in this study was 100 respondents who were taken based on simple random sampling method. The results of the analysis of this study conclude that product innovation has a positive and significant effect on competitive advantage. Market orientation has a positive and significant effect on competitive advantage. Product innovation has a positive and significant effect on marketing performance. Market orientation has a positive and significant effect on marketing performance. Competitive advantage has a positive and significant effect on marketing performance, and competitive advantage can be an intervening variable between product innovation on marketing performance and market orientation on marketing performance. Keywords: Product Innovation, Market Orientation, Competitive Advantage, Marketing

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 07:11
Last Modified:	20 Jun 2022 07:11
URI:	http://repository.unissula.ac.id/id/eprint/23098

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