Determinants of Marketing Performance: Innovation, Market Capabilities and Marketing Performance  

Oleh:

Farida, Naili

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Dinamika Manajemen vol. 7 no. 01 (2016), page 59-65.
Topik: Innovation; Market Capability; Marketing Performance.
Fulltext: 5759-12388-1-SM_ros.pdf (374.89KB)

Isi artikel

This research aim to analyze causality influence between innovations, market capability, social modal, entrepreneurs oriented into marketing performance. Organizational innovations is a basic focus on Total Quality Management. Innovation has a role to technological develop-ment and competitive economy environment. The sample technique used is Purpusive sam-pling amount 58 respondent owner of Batik Small Medium Enterprise known as UKM. Small businesses have small medium or medium can grow and develop so that it is able to increase its product and sustainability efforts on the creative industry. The technique analysis used is Parsial Least Square (PLS), this result shows entrepreneur orientation doesn’t influence into market capability and social modal, innovation has positive influence and significance into mar-ket capability and marketing performance. This results shows innovation has important role in advantaging market capability while influencing to increase marketing performance of Small Medium Enterprise known as UKM.

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