UPAYA MENINGKATKAN KINERJA PEMASARAN PADA ERA DIGITAL (STUDI EMPIRIS PADA UKM DI KOTA BEKASI)

Authors

  • Amin Mansur
  • Any Setyaningrum
  • muslikh muslikh

https://doi.org/10.33476/jobs.v1i1.1308

Keywords:

Orientasi Pasar, inovasi produk, daya saing, kinerja pemasaran, era digital, UKM

Abstract

ABSTRAK

Tujuan penelitian ini adalah  untuk mengetahui bagaimana upaya meningkatkan kinerja pemasaran usaha  kecil dan menengah  (UKM) pada era digital di kota Bekasi. Disamping itu, penelitian ini juga bertujuan untuk menguji pengaruh orientasi pasar, inovasi produk, daya saing produk terhadap kinerja pemasaran pada era digital. Penelitian dilakukan melalui survey dengan cara menyebarkan kuesioner kepada 114 pelaku  UKM di kota Bekasi. Pengambilan sampel penelitian menggunakan non probability sampling dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa: orientasi pasar dan inovasi produk berpengaruh secara signifikan terhadap daya saing produk . Orientasi pasar dan inovasi produk berpengaruh signifikan terhadap kinerja pemasaran, daya saing produk berpengaruh signifikan terhadap kinerja pemasaran  UKM di kota Bekasi.

Kata kunci:   Orientasi Pasar, inovasi produk, daya saing , kinerja pemasaran, era digital, UKM.

 

ABSTRACT

The objective of this study was  how to increase market performance micro and small medium enterprises  in Bekasi..This study olso examines the effect of market orientation, innovation on market erformance  and  competitivness as moderating variabel .The survey method was conducted by distributing the qquesioneries to 114 micro and small medium enterprises  .The sampling method used in this study is non probability sampling with purposive technique. The results indicate that market orientation and innovation  were influanced significantly  on competitiveness. Maraket orientation was influencend on market erformance. Innovation was influence on market performance, competitiveness was influenced on market performance

 Keyword: market orientation, innovation,  competitiveness, market performance , digital era, small and medium enterprises

References

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Published

2021-02-04

How to Cite

Mansur, A., Setyaningrum, A., & muslikh, muslikh. (2021). UPAYA MENINGKATKAN KINERJA PEMASARAN PADA ERA DIGITAL (STUDI EMPIRIS PADA UKM DI KOTA BEKASI). Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 1(1), 19–37. https://doi.org/10.33476/jobs.v1i1.1308

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Articles