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All Journal Jurnal Agronomi Indonesia (Indonesian Journal of Agronomy) EDUFORTECH Jurnal Biologi Tropis Jurnal Ekonomi Integra Abditani : Jurnal Pengabdian Masyarakat Agrotech Journal
Bulawan, Juniaty Arruan
Fakultas Pertanian, Perikanan Dan Peternakan Universitas Sembilanbelas November Kolaka
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Economics, Econometrics & Finance Education Immunology & microbiology

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Journal : Jurnal Ekonomi Integra

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ANALISIS KINERJA PEMASARAN PADA INDUSTRI OLAHAN MAKANAN DI KABUPATEN KOLAKA Hasbiadi Hasbiadi; Puryantoro Puryantoro; La Mpia; Juniaty Arruan Bulawan
Jurnal Ekonomi Integra Vol 11, No 2 (2021): Jurnal Ekonomi Integra
Publisher : STIE 'INDONESIA' Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51195/iga.v11i2.167

Abstract

The food processing industry is currently growing rapidly in Kolaka Regency, marketing focuses on local travelers and tourists. The marketing pattern has been carried out online, but during the Covid-19 Pandemic it caused decrease the purchasing power and travelers. To maintain sales turnover, the industry must know the factors that affect marketing performance. Research purposes are to analyze the effect of product innovation on the marketing performance and to analyze the effect of marketing strategy creativity on the marketing performance of the food processing industry in Kolaka Regency. The research design is a survey research. The sampling technique is the census or saturated sampling technique where the research sample is all members of the population (51 Industries). The analytical technique used is multiple linear regression analysis and t test. The research results are product innovation variables have a positive and significant effect on the marketing performance with variable indicators including product expansion, product imitation, and new products. The marketing strategy creativity variable has a positive and significant effect on the marketing performance with variable indicators including individual characteristics, creative processes, and work environment
Co-Authors Afa, Musadia Agung Gema Ramadhan Ali Bain Andi Khaeruni Djunarlin Tojang Erik Hardiana Ernawati Ernawati Essa Annisa Syadiah Fitrah Adelina Handayani, Fitrianti Hasbiadi Hasbiadi Isra Djabbar La Mpia La Ode Muhsafaat Marlina Mustafa, Marlina Murni Handayani Musdalifa Prihantini, Campina Illa Puryantoro P R. Rahim Sepe, Muslimin sri - wahyuni Sudarmin Sudarmin Widya Komalasari Yolanda Fitria Syahri