Pengaruh Pemasaran Digital, Inovasi Produk dan Orientasi Pasar Terhadap Kinerja Pemasaran pada Usaha Mikro Pangan Olahan di Wilayah Kelurahan Semolowaru Kota Surabaya

Putri, Rendikasari Febriana (2022) Pengaruh Pemasaran Digital, Inovasi Produk dan Orientasi Pasar Terhadap Kinerja Pemasaran pada Usaha Mikro Pangan Olahan di Wilayah Kelurahan Semolowaru Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Micro business is significantly developing every year, hence business competition is inevitable. Processed food micro businesses faced some problems such as increasingly fierce market competition and lack of understanding of business marketing. The increased amount of micro businesses lead to business continuity in the face of increasingly fierce competition that implicitly will affect marketing performance for micro businesses. This study then aimed to analyze influencing factors that affect marketing performance on processed food micro businesses in Semolowaru, Surabaya. The sample is determined by using a purposive sampling method. The data were collected through questionnaires. By using Structural Equation Modeling-Partial Least Square (SEM-PLS) as data analysis method. The findings show that digital marketing and market orientation have a significant effect on marketing performance. Whereas product innovation has no significant effect on marketing performance. Processed food micro business in Semolowaru Surabaya needs to improve the application of product innovation so that it has more leverage in developing its business so that marketing performance will be optimal.

Item Type:

Thesis (Undergraduate)

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