Pengaruh Entrepreneurial Marketing Terhadap Keunggulan Bersaing Dengan Inovasi Sebagai Variabel Mediasi (Studi Pada Ukm Kuliner Di Kota Malang)

Purba, Widyanta Kristina Br. (2019) Pengaruh Entrepreneurial Marketing Terhadap Keunggulan Bersaing Dengan Inovasi Sebagai Variabel Mediasi (Studi Pada Ukm Kuliner Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh entrepreneurial marketing dan inovasi terhadap keunggulan bersaing pada UKM kuliner di kota Malang, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian yang dilakukan adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melaluipengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 130 responden yang diambil dari populasi UKM kuliner di kota Malang. Pengambilan sampel menggunakan teknik purposive sampling dengan karakteristik sampel yang dipilih yaitu UKM terletak di kawasan kota malang, merupakan usaha kecil menengah yang menjual kuliner makanan, dan usaha minimal sudah berjalan 1 tahun. Data diperoleh dengan melakukan survei dan metode analisis menggunakan PLS SEM 2.0. Hasil dari penelitian ini menunjukkan terdapat pengaruh yang signifikan dan positif antara entrepreneurial marketing dengan inovasi. entrepreneurial marketing berpengaruh signifikan terhadap keunggulan bersaing. Inovasi berpengaruh signifikan terhadap keunggulan bersaing. hipotesa ke empat, entrepreneurial marketing berpengaruh tidak langsung secara signifikan terhadap keunggulan bersaing melalui iovasi.

English Abstract

This study aims to identifying the direct and inderect effect of entrepreneurial marketing and innovation towards competitive advantage of culinary small and medium enterprises in Malang City. The research type was explanatory research which explain about causal relation between variables from the research hypothesis. This study uses 130 respondents of SMEs in Malang City, selected using purposive sampling technique with the creteria of namely small and medium enterprises located in malang city, is a small medium business that sells food culinary, and the business has been operating for at least 1 year. The data is obtained by survey and analyzed using structural Equation Modelling with software smart PLS 2.0. The result showed that entrepreneurial marketing gives a significant effect on innovation. Entrepreneurial marketing gives a significant effect on competitive advantage. Otherwise, innovation gives a significant effect on competitive advantage. Entrepreneurial marketing had inderect influence towards competitive advantage through innovation

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FEB/2019/8/051903445
Uncontrolled Keywords: entrepreneurial marketing, inovasi, keunggulan bersaing, Entrepreneurial marketing, Innovation, Competitive advantage
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 23 Sep 2019 07:16
Last Modified: 21 Oct 2021 03:47
URI: http://repository.ub.ac.id/id/eprint/170002
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