THE EFFECT OF MARKET ORIENTATION AND PRODUCT INNOVATION ON MARKETING PERFORMANCE ON BRASS METAL CRAFT CRAFT IN SANAN KIDUL hamlet, MOJOTRISNO VILLAGE, MOJOAGUNG JOMBANG
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Institusion
Universitas Darul ulum
Author
Tri Erianto, Chandra
Subject
HJ Public Finance
Datestamp
2022-09-13 10:04:50
Abstract :
This study aims to determine the effect of market orientation and product innovation on marketing performance in brass cast craftsmen in Sanan Kidul Hamlet, Mojotrisno Mojoagung Jombang Village. This study uses a positivism approach. The data used is questionnaire data distributed to 30 respondents. The population of this research is all cast metal craftsmen in the village of Mojotrisno Mojoagung Jombang. The sampling technique uses saturated sampling technique so as to obtain a sample of 30. The data analysis method used is descriptive statistical analysis, classical assumption test, multiple linear regression analysis, validity test, reliability test and hypothesis testing were tested with the statistical application program SPSS version 25.0. The results of this study indicate that: (1) Market Orientation has no significant effect on marketing performance, (2) Product Innovation has a significant effect on Marketing Performance, and (3) Market Orientation and Product Innovation together have a significant effect on performance. Marketing. The amount of influence given by the independent variable on the dependent variable is 61.2%. While the remaining 38.8% is influenced by other variables outside of this study. Keywords: Marketing Performance, Market Orientation, Product Innovation
This study aims to determine the effect of market orientation and product innovation on marketing performance in brass cast craftsmen in Sanan Kidul Hamlet, Mojotrisno Mojoagung Jombang Village. This study uses a positivism approach. The data used is questionnaire data distributed to 30 respondents. The population of this research is all cast metal craftsmen in the village of Mojotrisno Mojoagung Jombang. The sampling technique uses saturated sampling technique so as to obtain a sample of 30. The data analysis method used is descriptive statistical analysis, classical assumption test, multiple linear regression analysis, validity test, reliability test and hypothesis testing were tested with the statistical application program SPSS version 25.0. The results of this study indicate that: (1) Market Orientation has no significant effect on marketing performance, (2) Product Innovation has a significant effect on Marketing Performance, and (3) Market Orientation and Product Innovation together have a significant effect on performance. Marketing. The amount of influence given by the independent variable on the dependent variable is 61.2%. While the remaining 38.8% is influenced by other variables outside of this study. Keywords: Marketing Performance, Market Orientation, Product Innovation
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