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All Journal Jurnal Riset Bisnis dan Manajemen Tirtayasa
Achmad Irfan Firdaus
Program Pascasarjana Magister Manajemen Universitas Sultan Ageng Tirtayasa
Economics, Econometrics & Finance Social Sciences

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Upaya Meningkatkan Kinerja Pemasaran Pada UMK Durian Di Daerah Banten Achmad Irfan Firdaus; Meutia Meutia
Jurnal Riset Bisnis dan Manajemen Tirtayasa Vol 3, No 2 (2019)
Publisher : Magister Manajemen - Universitas Sultan Ageng Tirtaysa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.48181/jrbmt.v3i2.9368

Abstract

This study aims to determine the effect of market orientation and environmental adaptability through product innovation on marketing performance. The samples studied were durian MSME actors (in the form of durian or durian processed) that were registered with the Banten Durian Entrepreneur Group (KPDB) with 70 businessmen in the Serang, Cilegon, Pandeglang and Lebak regions. Sources of research data are obtained from online questionnaires using google forms tools that are distributed via the whatsapp media group. Data processing uses the Structural Equation Model (SEM) approach with Smart PLS 3.0 Software. The results showed that market orientation and environmental adaptability didn’t have a positive effect on marketing performance, environmental adaptability didn’t have a positive effect on product innovation, market orientation have a positive effect on product innovation, and product innovation have a positive effect on marketing performance. From the results of this study indicate that MSEs have not been consistent in improving marketing performance, because durian is still classified as seasonal fruit and the price is high when it is out of season
Co-Authors Meutia Meutia