Putri, Marwah Eka (2021) PENGARUH ORIENTASI PASAR, KREATIVITAS DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN PADA UMKM MAKANAN DI KOTA BOGOR. Skripsi thesis, Universitas Djuanda Bogor.
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Abstract
THE EFFECT OF MARKET ORIENTATION, CREATIVITY AND PRODUCT INNOVATION ON MARKETING PERFORMANCE ON FOOD MSMES IN BOGOR CITY Marwah Eka Putri Program Studi Manajemen Fakultas Ekonomi Universitas Djuanda Bogor marwaheka.18@gmail.com ABSTRACT In companies, marketing performance is important to achieve because marketing performance is an achievement obtained by the company in achieving sales targets in the market with certain strategies. Given the large influence of market orientation, product creativity and product innovation on marketing performance, it is proper for business actors to pay attention to market orientation in their business and creativity and innovation to the products produced, so that company goals are more easily achieved. This study aims to determine the effect of market orientation, product creativity and product innovation on the marketing performance of food SMEs in the city of Bogor. The method used is multiple linear regression analysis. The sample is 100 food MSME actors. The results showed that simultaneously and partially the variables of market orientation, product creativity and product innovation had a positive and significant effect on the marketing performance of food SMEs in the city of Bogor. Keywords: Market Orientation, Product Creativity, Product Innovation, Marketing Performance.
Item Type: | Thesis (Skripsi) |
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Uncontrolled Keywords: | Market Orientation, Product Creativity, Product Innovation, Marketing Performance. |
Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
Divisions: | Fakultas Ekonomi (FE) > Manajemen |
Depositing User: | Mr Admin Perpustakaan |
Date Deposited: | 21 Apr 2022 06:31 |
Last Modified: | 21 Apr 2022 06:31 |
URI: | http://repository.unida.ac.id/id/eprint/1913 |
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