Pengaruh Entrepreneurial Marketing Terhadap Marketing Performance Dengan Market Orientation Sebagai Variabel Mediasi (Studi Pada Sentra Industri Keripik Tempe Sanan Malang)

Brilliani, Eltria (2020) Pengaruh Entrepreneurial Marketing Terhadap Marketing Performance Dengan Market Orientation Sebagai Variabel Mediasi (Studi Pada Sentra Industri Keripik Tempe Sanan Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Entrepreneurial Marketing adalah kegiatan pemasaran yang dilakukan oleh pelaku usaha berskala kecil menengah (UMKM) menggunakan pendekatan kewirausahaan. Di Kota Malang, UMKM berkontribusi cukup besar dalam hal penyerapan tenaga kerja dan menjadi andalan bagi perekonomian Kota Malang. Melihat fenomena tersebut, peneliti ingin mengidentifikasi pengaruh entrepreneurial marketing terhadap marketing performance yang dimediasi oleh market orientation pada pelaku usaha mikro, kecil dan menengah (UMKM) di kawasan Sentra Industri Keripik Tempe Sanan. Pengaruh yang ingin diketahui adalah pengaruh langsung maupun tidak langsung. Penelitian ini menggunakan metode deskriptif kuantitatif dengan penelitian explanatory research. Pengambilan sampel menggunakan teknik sampling jenuh dengan sampel sebanyak 61 responden. Peneliti menggunakan metode analisis data Structural Equation Modelling (SEM) dengan pendekatan Partial Least Squares (PLS). Dari hasil analisis menunjukkan bahwa entrepreneneurial marketing mempunyai pengaruh yang signifikan terhadap marketing performance. Entrepreneneurial marketing juga mempunyai pengaruh yang signifikan terhadap market orientation. Sedangkan market orientation mempunyai pengaruh yang signifikan terhadap marketing performance dan entrepreneneurial marketing mempengaruhi marketing performance melalui market orientation.

English Abstract

Entrepreneurial marketing is carried out by micro, small and medium enterprises using entrepreneurial approach. The contribution of the enterprises in Malang is significant since they create a high number of employements and support the economy of the city. Based on the phenomenon, this study aims to identify the direct effect of entrepreneurial marketing on the marketing performance of micro, small and medium enterprises in Sanan Tempe Chips Industrial Center with the mediation of market orientation. This quantitative descriptive research uses explanatory research on 61 saturation sampling selected respondents. The data was analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) approach. The results show that entrepreneurial marketing has a significant influence on marketing performance, that entrepreneurial marketing has a significant influence on market orientation, that market orientation has a significant influence on marketing performance and that entrepreneurial marketing influences marketing performance through market orientation.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2019/741/052002836
Uncontrolled Keywords: UMKM, Entrepreneurial Marketing, Pemasaran, Marketing Performance, Market Orientation, MSMEs, Entrepreneurial Marketing, Marketing, Marketing Performance, Market Orientation
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.42 Top management > 658.421 Entrepreneurial management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Budi Wahyono Wahyono
Date Deposited: 24 Aug 2020 07:34
Last Modified: 11 Apr 2023 02:35
URI: http://repository.ub.ac.id/id/eprint/181408
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