Image of Pengaruh Orientasi Pasar dan Inovasi Produk terhadap Kinerja Pemasaran melalui Keunggulan Bersaing pada Pelaku Usaha Mikro Sektor Usaha Kuliner di Kabupaten Kampar
Penanda Bagikan

CD Tesis

Pengaruh Orientasi Pasar dan Inovasi Produk terhadap Kinerja Pemasaran melalui Keunggulan Bersaing pada Pelaku Usaha Mikro Sektor Usaha Kuliner di Kabupaten Kampar

MSMEs are the backbone of the Indonesian economy. The micro business sector is one of the main drivers of the economy, creating jobs, and driving national economic growth. One type of micro business is culinary. Culinary is a broader term than just cooking. Culinary covers the entire food process, from preparation to serving. Cooking itself is part of culinary that focuses on the process of processing food ingredients.
This study aims to analyze the influence of Market Orientation and Product Innovation on Marketing Performance through Competitive Advantage in Micro Business Actors in Kampar Regency. The population in this study were micro business actors in the culinary business sector in Kampar Regency as many as 25,084 business actors. The sampling technique used probability sampling, with a stratified random sampling approach, obtained a sample size of 378 respondents spread across Bangkinang Kota District, Bangkinang District, Kuok District, Kampar District, Kampa District, Siak Hulu District and Mining District. This study uses Structural Equation Modeling (SEM) data analysis techniques using SmartPLS V.3 software with descriptive statistical analysis, model evaluation, outer model and inner model measurements, and hypothesis testing.
Based on the results of the study, it shows that. Market Orientation, Product Innovation and Competitive Advantage have a direct effect on Marketing Performance. The results of the Sobel test show that there is an indirect effect on Market Orientation and Product Innovation on Marketing Performance through Competitive Advantage.


Keywords : Market Orientation, Product Innovation, Competitive Advantage, Marketing Performance.

Ketersediaan
#
Perpustakaan Universitas Riau 2110246774
2110246774
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2110246774
Penerbit
Pekanbaru : Universitas Riau Pascasarjana Tesis Manajemen.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2110246774
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

Lampiran Berkas
Komentar
Anda harus masuk sebelum memberikan komentar