AULANI, DENI (2018) UPAYA MENINGKATKAN KINERJA PEMASARAN MELALUI ORIENTASI PELANGGAN, ORIENTASI PESAING DAN SALURAN DISTRIBUSI LANGSUNG (Studi Pada Petambak Ikan Mas Waduk Cirata Kabupaten Cianjur). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Text (Skripsi)
UPAYA MENINGKATKAN KINERJA PEMASARAN MELALUI ORIENTASI PELANGGAN, ORIENTASI PESAING DAN SALURAN DISTRIBUSI LANGSUNG (Studi Pada Petambak Ikan Mas Waduk Cirata Kabupaten Cianjur).PDF Restricted to Registered users only Download (2MB) |
Abstract
Deni Aulani /5551141660 /Department of management/Faculty of Economics and business, Sultan Ageng Tirtayasa/University /Improve the performance of marketing through Customer Orientation, Competitor Orientation and distribution channels of direct Study At Carp Farmers Reservoirs on Cirata Cianjur/under the guidance of Dr. H. Djasuro Surya,. M.Si and Dr. Liza Muntazah Damarwulan,SE,M.Si. The purpose of this research is to know the influence of Customer Orientation and Competitor Orientation, distribution channels directly on Carp Farmers Reservoir on Cirata Cianjur. The population in this research is as much as 35 goldfish farmers and entrepreneurs of the sample used is as many as 35 employers fish farmers. The data collection methods used in this research is the observation, interview and the dissemination of the questionnaire. Methods of data analysis used is multiple regression, t-test, f-test and coefficient of determination. Research results based on simple regression analysis equation Y = 0.250 + 0, 588X1 and determination coefficient (kd) R square of 0.375 and test thitung > ttabel 1.694 4.449 and significant value of 0.000 i.e. 0.05 and also < curves. Sehinggan obtained a positive influence and significant customer orientation on performance marketing at Carp Farmers Reservoir on Cirata Cianjur. Research results based on simple regression analysis equation Y =, 1.575 + 0 749X2. and the determination of the coefficient (kd) R square of 6.655 0.573 and test thitung > ttabel 1.694 and significant value of 0.000 i.e. 0.05 and also < curves. So obtained a positive influence and significant competitor orientation on performance marketing at Carp Farmers Reservoir on Cirata Cianjur. Research results based on simple regression analysis equation Y =-0.064 + 0, 577X3. and the determination of the coefficient (kd) R square of 0.337 and test thitung > ttabel 1.694 4.095 and significant value of 0.000 i.e. 0.05 and also < curves. So obtained a positive influence and significant distribution channels directly on performance marketing at Carp Farmers Reservoir on Cirata Cianjur. Research results based on multiple regression analysis of the equation Y =-2.885 + 0, 233X1 + 0, 507X2 0, 327X3. and the determination of the coefficient (kd) R square of 27.477 0.727 and test fhitung > ftabel 3.28 and significant value i.e. of 0.000 < 0.05. So come by and significant positive influence collectively the orientation customer, competitor and Orientation distribution channels Directly on performance Marketing at carp farmers reservoir on Cirata Cianjur.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Orientasi Pelanggan, Orientasi Pesaing dan Saluran Distribusi Langsung Pada Petambak Ikan Mas Waduk Cirata Kabupaten Cianjur. Jumlah populasi dalam penelitian ini adalah sebanyak 35 pengusaha petambak ikan mas dan sampel yang digunakan ialah sebanyak 35 pengusaha petambak ikan. Metode pengumpulan data yang digunakan dalam penelitian ini ialah observasi, wawancara dan penyebaran kuesioner. Metode analisis data yang digunakan adalah uji t, regresi berganda, uji f dan koefisien determinasi. Hasil penelitian berdasarkan persamaan analisis regresi sederhana Y = 0,250 + 0,588X1 dan koefisien determinasi (kd) R square sebesar 0,375 dan uji thitung 4,449 > ttabel 1,694 dan nilai signifikan yaitu sebesar 0,000 < 0,05 dan juga kurva. Sehinggan didapat pengaruh positif dan signifikan orientasi pelanggan terhadap kinerja pemasaran pada Petambak Ikan Mas Waduk Cirata Kabupaten Cianjur. Hasil penelitian berdasarkan persamaan analisis regresi sederhana Y = 1,575 + 0,749X2. dan koefisien determinasi (kd) R square sebesar 0,573 dan uji thitung 6,655 > ttabel 1,694 dan nilai signifikan yaitu sebesar 0,000 < 0,05 dan juga kurva. Sehingga didapat pengaruh positif dan signifikan orientasi pesaing terhadap kinerja pemasaran pada Petambak Ikan Mas Waduk Cirata Kabupaten Cianjur. Hasil penelitian berdasarkan persamaan analisis regresi sederhana Y = 0,064 + 0,577X3. dan koefisien determinasi (kd) R square sebesar 0,337 dan uji thitung 4,095 > ttabel 1,694 dan nilai signifikan yaitu sebesar 0,000 < 0,05 dan juga kurva. Sehingga didapat pengaruh positif dan signifikan saluran distribusi langsung terhadap kinerja pemasaran pada Petambak Ikan Mas Waduk Cirata Kabupaten Cianjur. Hasil penelitian berdasarkan persamaan analisis regresi berganda Y = -2,885 + 0,233X1 + 0,507X2 0,327X3. dan koefisien determinasi (kd) R square sebesar 0,727 dan uji fhitung 27,477 > ftabel 3,28 dan nilai signifikan yaitu sebesar 0,000 < 0,05. Sehingga didapat pengaruh positif dan signifikan secara bersama-sama Orientasi Pelanggan, Orientasi Pesaing dan Saluran Distribusi Langsung terhadap Kinerja Pemasaran pada petambak ikan mas waduk Cirata Kabupaten Cianjur. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Admin Eprints Untirta | |||||||||
| Date Deposited: | 19 Oct 2021 02:57 | |||||||||
| Last Modified: | 19 Oct 2021 02:57 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/3247 |
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