PENGARUH INOVASI, ORIENTASI KEWIRAUSAHAAN, ORIENTASI PEMBELAJARANTERHADAPKEUNGGULAN BERSAING UNTUK MENINGKATKAN KINERJA PEMASARAN PRODUK PAPAN SEMEN BERSERAT KOPERASI WARGA SEMEN GRESIK

SATRIYA RIAWAN, Penulis and Ir. Jen Z.A. Hans, Ph.D., Pembimbing (2017) PENGARUH INOVASI, ORIENTASI KEWIRAUSAHAAN, ORIENTASI PEMBELAJARANTERHADAPKEUNGGULAN BERSAING UNTUK MENINGKATKAN KINERJA PEMASARAN PRODUK PAPAN SEMEN BERSERAT KOPERASI WARGA SEMEN GRESIK. Masters thesis, Yayasan IPWIJA.

Text 6. SATRIYA RIAWAN Full Doc.pdf Download (5MB)

Abstract

The reasearch aims to analyze the influence of innovation, orientation, entrepreneurship, learning orientation to competitive advantage to improve marketing performance in path model.The research was done in the Cement Gresik as the owner of the gress board factory by taking the marketing area of Depok one of 45 material stores. Data collection is done by spreading the questionnaire. Data analysis done with Structural Equation modelling (SEM) where the processing is done with software SPSS 211. Research yields conclusion among them : (1) innovation does not influence the competitiveadvantage. That was shown from p-value 0,360 > 0,05 (alpha 5%). (2) Entrepreneurial orientation has no influence on competitive advantage, that was shown from p-value 0.658 > 0.05 (alpha 5%). (3) learning orientation has no positive influence to the competitive advantage. That was shown from p-value 0,000 <0,05 (alpha 5%). (4) Competitive advantage has positive influence to the marketing performance. That was shown from p-value 0,000< 0,05 (alpha 5%).

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