CD Skripsi

Analisis Kinerja Pemasaran Usaha Toko Buah Segar Pada Masa Pandemi Covid-19 Di Pekanbaru

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ABSTRACT
This study aims to analyze (1) The effect of online marketing on the marketing performance of fresh fruit shops during the Covid-19 pandemic in Pekanbaru (2) The effect of market orientation on the marketing performance of fresh fruit shops during the Covid-19 pandemic in Pekanbaru (3) The effect of capability marketing on the marketing performance of the fresh fruit shop business during the Covid-19 pandemic in Pekanbaru. The research method used is a survey method. Sampling was carried out using a non-probability sampling method with a purposive sampling technique. Data analysis used the SEM (Structural Equation Modeling) method with the PLS (Partial Least Square) approach. The results of the study show that online marketing has a positive but not significant effect on marketing performance. This insignificant effect is because the costs spent on online marketing do not have a significant effect on marketing performance of the fresh fruit shop business during the Covid-19 pandemic in Pekanbaru. Market orientation has a positive and significant effect on the marketing performance of a fresh fruit shop business. Marketing capability has a positive and significant effect on the marketing performance of a fresh fruit shop business. The low marketing performance of the fresh fruit shop business in Pekanbaru is caused by the management of online marketing that is less than optimal due to time, cost, and knowledge limitations, business actors are less able to conduct competitor orientation, and are less able to find customer and market information because they only focus on to the amount of capital they have.
Keywords: market orientation, marketing capability, marketing performance, online marketing, Pekanbaru fresh fruit shop business

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806111332

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806111332

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

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