Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten Bangkalan
The relationship between market orientation and firm performance have been explored from a several researchers. Even so, there is a gap that can be developed from that relationship, especially if associated with the firm performance measured. This study aims to explore the relationship between marke...
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doaj-52e790570b6742d280b181529d46d9af2020-11-25T03:55:47ZindUniversitas Kanjuruhan MalangJurnal Ekonomi Modernisasi0216-373X2502-40782018-12-0114312914110.21067/jem.v14i3.27992799Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten BangkalanMohammad Arief0Rizki Wahyudha Rosiawan1Jurusan Manajemen, Universitas Trunojoyo Madura, IndonesiaUniversitas Trunojoyo Madura, IndonesiaThe relationship between market orientation and firm performance have been explored from a several researchers. Even so, there is a gap that can be developed from that relationship, especially if associated with the firm performance measured. This study aims to explore the relationship between market orientation and marketing performance with product innovation as a mediating variable. The data collected from 150 respondents with purposive sampling technique. The results showed that there is a positive relationship between market orientation and all of marketing performance measurement. Furthermore, the study also found that product innovation is mediating the relationship between market orientation and marketing performance. The implications of the research findings have been discussed and there are some recommendations for the future researchers.http://ejournal.unikama.ac.id/index.php/JEKO/article/view/2799market orientation, product innovation, marketing performance |
collection |
DOAJ |
language |
Indonesian |
format |
Article |
sources |
DOAJ |
author |
Mohammad Arief Rizki Wahyudha Rosiawan |
spellingShingle |
Mohammad Arief Rizki Wahyudha Rosiawan Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten Bangkalan Jurnal Ekonomi Modernisasi market orientation, product innovation, marketing performance |
author_facet |
Mohammad Arief Rizki Wahyudha Rosiawan |
author_sort |
Mohammad Arief |
title |
Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten Bangkalan |
title_short |
Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten Bangkalan |
title_full |
Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten Bangkalan |
title_fullStr |
Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten Bangkalan |
title_full_unstemmed |
Kinerja Pemasaran Berdasarkan Orientasi Pasar Melalui Inovasi Produk Pada UMKM Manufaktur di Kabupaten Bangkalan |
title_sort |
kinerja pemasaran berdasarkan orientasi pasar melalui inovasi produk pada umkm manufaktur di kabupaten bangkalan |
publisher |
Universitas Kanjuruhan Malang |
series |
Jurnal Ekonomi Modernisasi |
issn |
0216-373X 2502-4078 |
publishDate |
2018-12-01 |
description |
The relationship between market orientation and firm performance have been explored from a several researchers. Even so, there is a gap that can be developed from that relationship, especially if associated with the firm performance measured. This study aims to explore the relationship between market orientation and marketing performance with product innovation as a mediating variable. The data collected from 150 respondents with purposive sampling technique. The results showed that there is a positive relationship between market orientation and all of marketing performance measurement. Furthermore, the study also found that product innovation is mediating the relationship between market orientation and marketing performance. The implications of the research findings have been discussed and there are some recommendations for the future researchers. |
topic |
market orientation, product innovation, marketing performance |
url |
http://ejournal.unikama.ac.id/index.php/JEKO/article/view/2799 |
work_keys_str_mv |
AT mohammadarief kinerjapemasaranberdasarkanorientasipasarmelaluiinovasiprodukpadaumkmmanufakturdikabupatenbangkalan AT rizkiwahyudharosiawan kinerjapemasaranberdasarkanorientasipasarmelaluiinovasiprodukpadaumkmmanufakturdikabupatenbangkalan |
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