Please use this identifier to cite or link to this item: http://repository.uinjkt.ac.id/dspace/handle/123456789/36806
Title: Pengaruh Orientasi Pasar Orientasi Kewirausahaan Dan Inovasi Produk Terhadap Kinerja Pemasaran Kelompok Usaha Bersama (Kub) Gerabah Desa Bumi Jaya Kecamatan Ciruas Kabupaten Serang Banten
Authors: Nurlita Anggraini Afifah
Advisors: Ela Patriana
Keywords: market orientation;marketing performance;product innovation;entrepreneurship orientation
Issue Date: 26-Oct-2017
Publisher: Jakarta: Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta
Abstract: This study aimed to analyze the effect of market orientation and orientation entrepreneurship,and product innovation towards marketing performance (KUB) gerabah bumijaya ciruas serang banten. The data collection in this study uses insidental sampling with 61 respondents craftsmen gerabah bumijaya ciruas serang, banten. Data was analyzed using multiple linier regression. The result of this research showed that: (1)market orientation has no significant effect on marketing performance (KUB) gerabah bumijaya ciruas serang, banten. (2) entrepreneurship orientation has a significant effect on marketing performance (KUB) gerabah bumijaya ciruas serang, banten. (3) product innovation has a significant effect on marketing performance (KUB) gerabah bumijaya ciruas serang, banten. (4) market orientation hasn’t significant effect on marketing performance(KUB) gerabah bumijaya ciruas serang, banten. And entrepreneurship and product innovation are significant effect on marketing performance.
URI: http://repository.uinjkt.ac.id/dspace/handle/123456789/36806
Appears in Collections:Skripsi

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