CD Skripsi

Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Daya Saing Dan Kinerja Pemasaran Pada Umkm Kuliner Di Kota Pekanbaru

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ABSTRACT
This study aims to determine the effect of Market Orientation and Product Innovation on Marketing Performance through Competitiveness in Culinary MSMEs in Pekanbaru City. The population in this study is MSMEs that have Micro Small Business Permits (IUMK) in Pekanbaru City, amounting to 331 MSMEs.
Primary data was collected by using a questionnaire as an instrument to prove the results of the study, to test the hypothesis in this study using path analysis with the help of SPSS software. The sampling technique used is Probability Sampling, which provides equal opportunities for members of the population to be selected as samples. The number of samples used in this study using the slovin formula with a total of 181 SMEs.
The results of this study indicate that: 1) Market Orientation has a positive and significant effect on Competitiveness of Culinary MSMEs in Pekanbaru City, 2) Product Innovation has a positive and significant impact on Competitiveness of Culinary MSMEs in Pekanbaru City, 3) Market Orientation has a positive and significant effect. on Marketing Performance on Culinary MSMEs in Pekanbaru City, 4) Product Innovation has a positive and significant effect on Marketing Performance on Culinary MSMEs in Pekanbaru City, 5) Competitiveness has a positive and significant impact on Marketing Performance on Culinary MSMEs in Pekanbaru City, 6) Market Orientation positive and significant effect on Marketing Performance through Competitiveness as an intervening variable on Culinary MSMEs in Pekanbaru City, 7) Product Innovation has a positive and significant effect on Marketing Performance through Competitiveness as an intervening variable on Culinary MSMEs in Pekanbaru City.
Keywords: Market Orientation, Product Innovation. Competitiveness, Marketing Performance, Culinary SMEs

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1702122481

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1702122481

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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