MENGUKUR MARKET PERFORMANCE MELALUI PROCESS INNOVATION, MARKETING INNOVATION, DAN PRODUCT INNOVATION PADA USAHA KECIL MENENGAH (UKM) SEKTOR MAKANAN DAN MINUMAN DI KOTA PADANG

Alvi, Syukri Faisal (2021) MENGUKUR MARKET PERFORMANCE MELALUI PROCESS INNOVATION, MARKETING INNOVATION, DAN PRODUCT INNOVATION PADA USAHA KECIL MENENGAH (UKM) SEKTOR MAKANAN DAN MINUMAN DI KOTA PADANG. Masters thesis, Universitas Andalas.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisa process innovation dan product innovation, kemudian semenarik apa marketing innovation akan menambah daya tarik konsumen untuk meningkatkan SME’s Market performance, dengan menggunakan teknik non-probability sampling total 104 sampel. Kemudian data dianalisis menggunakan bantuan, Smart PLS Software version 3. Hasil penelitian menemukan bahwa marketing innovation berpengaruh positif dan signifikan terhadap market performance, marketing innovation berpengaruh positif dan signifikan terhadap product innovation, process innovation berpengaruh positif dan signifikan terhadap product innovation, product innovation berpengaruh positif dan signifikan terhadap market peformance, serta product innovation yang memberikan efek mediasi parsial pada hubungan marketing innovation dan market performance.

Item Type: Thesis (Masters)
Primary Supervisor: Dr. Ma’ruf, SE, M.Bus, M.Phil
Uncontrolled Keywords: Marketing Innovation, Process Innovation, product Innovation, SME’s Market Performance.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Pascasarjana (S2)
Depositing User: Unand Magister Manajemen
Date Deposited: 29 Aug 2022 03:58
Last Modified: 29 Aug 2022 03:58
URI: http://scholar.unand.ac.id/id/eprint/110755

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