Peran inovasi dalam meningkatkan kinerja pemasaran (The role of innovation in improving marketing performance)
DOI:
https://doi.org/10.32585/jbfe.v2i2.3384Abstract
Penelitian ini bertujuan, untuk menganalisis secara empiris hubungan antara orientasi pasar , pembelajaran organisasi, inovasi produk pada kinerja pemasaran. Artikel ini merumuskan beberapa hipotesis dari tinjauan literature. Hipotesis diuji menggunakan pemodelan persamaan Structural Equation Modeling : Analysis Moment of Structural dengan data yang dikumpulkan dari 113 usaha kecil menengah pakaian jadi di kota Semarang. Temuan penelitian ini menunjukkan orientasi pasar dan pembelajaran organisasi berpengaruh positif signifikan pada inovasi produk dan orientasi pasar, pembelajaran organisasi, inovasi produk berpengaruh positif signifikan pada kinerja pemasaran.
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