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MENINGKATKAN KINERJA PEMASARAN MELALUI KAPABILITAS PEMASARAN DINAMIS (Studi pada Usaha Kerajinan Gerabah Desa Bumijaya)

Hartanto, Dicky Dwi (2023) MENINGKATKAN KINERJA PEMASARAN MELALUI KAPABILITAS PEMASARAN DINAMIS (Studi pada Usaha Kerajinan Gerabah Desa Bumijaya). Master thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

Indonesian handicrafts are one of the prides of Indonesia, because since 2015 handicrafts have been listed as one of the three sub-sectors that contribute to the GDP of the largest creative economy in Indonesia. Based on data from the Office of Cooperatives and Small and Medium Enterprises of Banten Province, there was a decline in the pottery business including, a decrease in income of 36% (thirty six percent) for the last 3 years (2019-2021). This study aims to determine the effect of market orientation on the marketing performance of the pottery business. The sample used in this study amounted to 83 respondents who are pottery business in Desa Bumijaya. The approach and method used in this research is Structural Equation Modeling (SEM) and uses smart PLS software as a tool to perform descriptive analysis. From the results of the study, it can be seen that: 1) market orientation has a negative and significant effect on marketing performance, 2) market orientation has a positive and significant effect on the ability to value innovation, 3) market orientation has a positive and significant effect on dynamic marketing capabilities, 4) market orientation has an effect positive and significant impact on market entry speed, 5) value innovation ability has a positive and significant effect on marketing performance, 6) dynamic marketing capability has a positive and significant effect on marketing performance, 7) market entry speed has a positive and significant impact on marketing performance. In addition, value innovation capabilities, dynamic marketing capabilities and market entry speed are able to mediate the relationship between market orientation and marketing performance.

Item Type: Thesis (Master)
Contributors:
ContributionContributorsNIP/NIM
Thesis advisorMeutia, Meutia19720828282003122001
Thesis advisorDamarwulan, Liza Mumtazah197411292005012001
Additional Information: Kerajinan tangan Indonesia adalah salah satu kebanggaan Indonesia, karena sejak 2015 kerajinan tangan tercatat sebagai salah satu dari tiga subsektor yang menyubang PDB ekonomi kreatif terbesar di Indonesia. Berdasarkan data dari Dinas Koperasi dan Usaha Kecil Menengah Provinsi Banten terjadi penurunan pada usaha kerajinan gerabah diantaranya, penurunan pendapatan sebanyak 36% (tiga puluh enam persen) selama 3 tahun terakhir (2019-2021). Penelitian ini bertujuan untuk mengetahui pengaruh orientasi pasar terhadap kinerja pemasaran usaha kerajinan gerabah. Sampel yang digunakan dalam penelitian ini berjumlah 83 responden yang merupakan usaha kerajinan gerabah Desa Bumijaya. Pendekatan dan metode yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dan menggunakan software smart PLS sebagau alat untuk melakukan analisa deskriptif. Dari hasil penelitian dapat diketahui bahwa: 1) orientasi pasar berpengaruh negatif dan signifikan pada kinerja pemasaran, 2) orientasi pasar berpengaruh positif dan siginifikan pada kemampuan inovasi nilai, 3) orientasi pasar berpengaruh positif dan siginifikan pada kapabilitas pemasaran dinamis, 4) orientasi pasar berpengaruh positif dan siginifikan pada kecepatan memasuki pasar, 5) kemampuan inovasi nilai berpengaruh positif dan siginifikan pada kinerja pemasaran, 6) kapabilitas pemasaran dinamis berpengaruh positif dan siginifikan pada kinerja pemasaran, 7) kecepatan memasuki pasar berpengaruh positif dan siginifikan pada kinerja pemasaran. Selain itu, kemampuan inovasi nilai, kapabilitas pemasaran dinamis serta kecepatan memasuki pasar mampu memediasi hubungan antara orientasi pasar terhadap kinerja pemasaran.
Uncontrolled Keywords: Keywords: Market Orientation, Value Innovation Capability, Dynamic Marketing Capability, Market Entry Speed, Marketing Performance Kata kunci: Orientasi Pasar, Kemampuan Inovasi Nilai, Kapabilitas Pemasaran Dinamis, Kecepatan Memasuki Pasar, Kinerja Pemasaran
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: 08-Pascasarjana > 61101-Magister Manajemen
Depositing User: Mr Dicky Dwi Hartanto
Date Deposited: 28 Mar 2023 10:44
Last Modified: 28 Mar 2023 12:01
URI: http://eprints.untirta.ac.id/id/eprint/22856

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