Dahana, Raiza Nora (2020) Pengaruh Inovasi Produk Dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing Pada Industri Kecil Menengah (Ikm) Roti Di Kabupaten Ponorogo. Magister thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh inovasi produk, orientasi kewirausahaan dan keunggulan bersaing terhadap kinerja pemasaran; menguji pengaruh inovasi produk dan orientasi kewirausahaan terhadap kinerja pemasaran melalui keunggulan bersaing sebagai variabel mediasi. Sampel pada penelitian ini adalah 69 pemilik industri kecil menengah Roti di Kabupaten Ponorogo yang sudah pernah melakukan inovasi pada produknya. Teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling. Teknik analisis data menggunakan pendekatan Partial Least Squares (PLS). Hasil penelitian didapatkan bahwa inovasi produk berpengaruh positif secara langsung terhadap kinerja pemasaran; orientasi kewirausahaan berpengaruh positif secara langsung terhadap kinerja pemasaran; inovasi produk berpengaruh positif secara langsung terhadap keunggulan bersaing; orientasi kewirausahaan berpengaruh positif secara langsung terhadap keunggulan bersaing; keunggulan bersaing berpengaruh positif secara langsung terhadap kinerja pemasaran; inovasi produk berpengaruh positif terhadap kinerja pemasaran melalui keunggulan bersaing; orientasi kewirausahaan berpengaruh positif terhadap kinerja pemasaran melalui keunggulan bersaing. Keunggulan bersaing berperan sebagai variabel mediasi parsial.
English Abstract
The purpose of this study is to analyze the effect of product innovation, entrepreneurial orientation and competitive advantage on marketing performance; test the effect product innovation and entrepreneurial orientation towards marketing performance through competitive advantage as mediation variable. The sample in this study was 69 owners of small and medium industries bakery in Ponorogo Residence who had made innovations on their products. The sampling technique in this study uses non probability sampling. Data analysis techniques used the approach Partial Least Squares (PLS). The results shows that product innovation has a direct positive effect on marketing performance; entrepreneurial orientation has a direct positive effect on marketing performance; product innovation has a direct positive effect on competitive advantage; entrepreneurial orientation has a direct positive effect on competitive advantage; competitive advantage has a direct positive effect on marketing performance; product innovation has a positive effect on marketing performance through competitive advantage; entrepreneurial orientation has a positive effect on marketing performance through competitive advantage. Competitive advantage acts as a partial mediating variable.
Other obstract
-
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.575/DAH/p/2020/042001937 |
| Uncontrolled Keywords: | Inovasi Produk, Orientasi Kewirausahaan, Keunggulan Bersaing, Kinerja Pemasaran,-Product Innovation, Entrepreneurial Orientation, Competitive Advantage, Marketing Performance |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.5 Management of production > 658.57 Research and Development |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 13 Jun 2022 04:30 |
| Last Modified: | 30 Sep 2024 07:06 |
| URI: | http://repository.ub.ac.id/id/eprint/191029 |
![[thumbnail of RAIZA NORA DAHANA.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
RAIZA NORA DAHANA.pdf Download (7MB) |
Actions (login required)
 |
View Item |