Pengaruh Entrepreneurial Marketing dalam peningkatan kinerja pemasaran pada kedai pempek di kota Palembang
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Institusion

Universitas Katolik Musi Charitas

Author

., Nelson

Subject

HD28 Management. Industrial Management 

Datestamp

2023-03-28 09:30:37 

Abstract :
abstract This study aims to empirically prove and analyze the influence of the 4 dimensions of entrepreneurial marketing, namely customer orientation, entrepreneurial orientation, market orientation and innovation orientation, which have an influence on the marketing performance of pempek taverns in the city of Palembang. The population is all pempek shop owners in Palembang city with a total sample of 50 respondents. The method used in this research is descriptive research method and quantitative method with a quantitative approach. Testing the hypothesis using the t test and F test using the SPSS version 23 program to determine whether or not there is an influence of customer orientation, entrepreneurial orientation, market orientation, innovation orientation on marketing performance. The results showed that the variable customer orientation and entrepreneurial orientation had a significant positive effect on the marketing performance of pempek taverns in Palembang city, while the market orientation variable had a negative and significant effect, and the innovation orientation variable had a negative but not significant effect. 

File :
EA-2023-1722119-cover.pdf
EA-2023-1722119-abstract.pdf
EA-2023-1722119-complete.pdf
EA-2023-1722119-sammery.pdf
EA-2023-1722119-tableofcontent.pdf
EA-2023-1722119-chapter1.pdf
EA-2023-1722119-chapter2.pdf
EA-2023-1722119-chapter3.pdf
EA-2023-1722119-chapter4.pdf
EA-2023-1722119-conclusion.pdf
EA-2023-1722119-reference.pdf
EA-2023-1722119-attachment.pdf