ANALISIS PENGARUH ORIENTASI PASAR, ORIENTASI KEWIRAUSAHAAN, DAN DAYA SAING TERHADAP KINERJA PEMASARAN INDUSTRI KNALPOT (Studi Pada Home Industri Knalpot di Kabupaten Purbalingga)
| Main Authors: | AJI, Wahyu Purnomo, SUGIARTO, Y |
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| Format: | Thesis NonPeerReviewed application/pdf |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.undip.ac.id/43654/1/09_AJI.pdf http://eprints.undip.ac.id/43654/ |
Daftar Isi:
- This research aims to determine the effect of market orientation and entrepreneurial orientation on the competitiveness and its impact on marketing performance exhaust industry in Purbalingga . The population in this research are all producers in Purbalingga . The sample in this study was 60 respondents who produces exhaust taken by accidental sampling . Data collection is done by using a questionnaire . The analysis used is multiple linear regression analysis , where X1 refers to the market orientation variable , X2 refer to the entrepreneurial orientation variables , Y1 refers to the competitiveness variables , and Y2 refers to marketing performance variables . Based on the results of the study concluded that market orientation and entrepreneurial orientation positive and significant impact on the competitiveness and performance of marketing . Market orientation and entrepreneurial orientation better , will enhance the competitiveness and performance of marketing . Competitiveness is positive and significant effect on the performance of marketing . Higher competitiveness owned producers exhaust will improve marketing performance