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All Journal Jurnal Mantik
Henny Apridasanti
Universitas Muhammadiyah Palopo
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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The Effect of Entrepreneurship Orientation and Product Innovation on Axa Mandiri Insurance Marketing Performance (Case Study of AXA Mandiri Customers in Palopo City) Henny Apridasanti; Muhammad Aqsa; M. Risal
Jurnal Mantik Vol. 5 No. 4 (2022): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

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Abstract

The discussion in this study is focused on the marketing performance of AXA Mandiri's insurance. Which is located in the city of Palopo – South Sulawesi. With a total of 89 data from 89 respondents. The analytical tool used in this research is multiple regression. The results show that entrepreneurial orientation has a positive and significant impact on marketing performance. Likewise, product innovation has a significant and positive effect on marketing performance.
Co-Authors M. Risal Muhammad Aqsa