PENGARUH ORIENTASI KEWIRAUSAHAAN, ORIENTASI PASAR, INOVASI PRODUK, DAN KEUNGGULAN BERSAING TERHADAP KINERJA PEMASARAN USAHA BAKSO (Studi pada pedagang bakso di Kabupaten Banyumas)

PURWANTI, KIKI (2017) PENGARUH ORIENTASI KEWIRAUSAHAAN, ORIENTASI PASAR, INOVASI PRODUK, DAN KEUNGGULAN BERSAING TERHADAP KINERJA PEMASARAN USAHA BAKSO (Studi pada pedagang bakso di Kabupaten Banyumas). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This research was a descriptive quantitative research; it aimed to figure out the entrepreneurship orientation, market orientation, product innovation, and competitive advantage of marketing performance of Bakso business. The research population was all bakso sellers in Banyumas Regency. The data were collected through accidental technique. The sample consisted of 38 respondents. The data analysis techniques were validity and reliability test, classical assumption test, multiple regression analysis, and model fit test. The analysis result showed that entrepreneurship orientation, market orientation, innovation, and competitive advantage have positive significant effects on marketing performance. Simultaneously, all research variables have positive significant effects on marketing performance.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Herni Justiana Astuti, M.Si, Ph.d
Uncontrolled Keywords: Orientasi kewirausahaan; orientasi pasar; inovasi; keunggulan bersaing; kinerja pemasaran; entrepreneurship orientation; market orientation; innovation; competitive advantage; marketing performance;
Subjects: H Social Sciences > HG Finance
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Riski Wismana
Date Deposited: 18 Sep 2017 01:54
Last Modified: 18 Sep 2017 01:54
URI: http://repository.ump.ac.id/id/eprint/4180

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