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Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Kinerja Pemasaran (Studi Pada Kelompok Kerajinan Anyaman Mansiang Di Jorong Taratak Kubang Kecamatan Guguak Kabupaten Lima Puluh Kota Provinsi Sumatera Barat)

The purpose of this study is to determine the effect of market orientation
and product innovation toward marketing performance in the mansiang woven
handicraft group in Jorong Taratak Kubang, Guguak District, Lima Puluh
Regency, West Sumatra City. Sampling technique using simple random sampling
method and obtained the sample of 45 respondents who were members of the
Mansiang weaving craftsmen group in Jorong Taratak Kubang. This research
uses descriptive research with a quantitative approach. The dependent variable
(Y) in this study is the performance marketing. The independent variable (X)
include market orientation (X1) and product innovation (X2), for the data
processing program using IBM SPSS 21.0 statistics. The results of this study
indicate that in partial market orientation positive and significant effect on the
performance of the marketing of the test results T count of 11.433 > T table 2.018
and variabel product innovation and significant positive effect on the performance
of the marketing the results of the T count of 2.120 > T table of 2.018. While
simultaneously variable market orientation and product innovation have a
significant effect on the performance marketing with F count 73.780 > F table
3,212. The influential variable is the most dominant market orientation.
Keywords: Market Orientation, Product Innovation and Marketing Performance.

Ketersediaan
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Perpustakaan Universitas Riau 01 04.121 (0041)
01 04.121 (0041)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
01 04.121 (0041)
Penerbit
Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis.,
Deskripsi Fisik
vi, 102 hlm.: ill.: 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
01 04.121 (0041)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Ilmu Administrasi Bisnis
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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