PENERAPAN STRATEGI PEMASARAN, INOVASI PRODUK KREATIF DAN ORIENTASI PASAR UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM
| Main Authors: | Elwisam, Elwisam, Lestari, Rahayu |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Economic Faculty, Attahiriyah Islamic University
, 2019
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| Online Access: |
http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/265 http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/265/142 |
Daftar Isi:
- This research discusses issues concerning with the performance of marketing of micro and small entrepreneurs at the South Tangerang - Banten. Data were collected from 65 respondents, and PLS-SEM was used as an analysis tool. The results show that creative product innovation, market orientation, and marketing strategies have a positive effect on marketing performance. In addition, business development also proved to have an effect on marketing performance. Implications and suggestions are described in this paper. Keywords: marketing strategies, creative product innovations, market orientation