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Measuring Methods in Marketing Performance of Plered Ceramic MSMEs

Taufik, Edi Rahmat (2023) Measuring Methods in Marketing Performance of Plered Ceramic MSMEs. International Journal of Business and Management Review, 11 (4). pp. 1-13. ISSN 2052-6407

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Abstract

This study aims to analyze marketing performance on the direct and indirect influence of external environmental variables and market orientation through the mediation of product innovation. The data of this quantitative research was harvested from questionnaires distributed to 184 owners of Plered Ceramics business, selected through saturated sampling, and was analyzed using Structural Equation Modeling in SmartPLS. This study finds that external marketing environment and market orientation positively and significantly influence marketing performance and product innovation, that product innovation affects marketing performance, and that product innovation mediates the effect of marketing orientation on marketing performance and the effect of external marketing environment on marketing performance.

Item Type: Article
Uncontrolled Keywords: marketing environment, market orientation, product innovation, marketing performance, MSMEs
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
Depositing User: HER Taufik pH.D
Date Deposited: 14 May 2023 18:01
Last Modified: 14 May 2023 18:01
URI: http://eprints.untirta.ac.id/id/eprint/24136

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