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.
Dosen Pembimbing: | unspecified | unspecified |
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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 S1 |
Depositing User: | Riski Wismana |
Date Deposited: | 18 Sep 2017 01:54 |
Last Modified: | 19 Dec 2024 01:22 |
URI: | http://repository.ump.ac.id/id/eprint/4180 |
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