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Inovasi Produk: Peningkatan Kinerja Pemasaran
Abstract
Abstract: The purpose of this study is to determine the performance of industrial marketing in Malang City. This research method with a quantitative approach. The population is 200 entrepreneurs of tempe chips in the Sanan Tempe Chip Industry Center, Malang City. The research sample is 151 respondents taken by purposive sampling. Data analysis with partial last square analysis technique. Research findings prove that marketing performance is influenced by market orientation, learning orientation, and product innovation. The suggestions given include, a) always taking strategic steps according to the needs of customers. Committed to continuous learning and innovating to improve its marketing performance; b) always regularly conduct gatherings in the context of deliberation and determine business strategies that must be improved and are always committed to providing training for tempe chip craftsmen in Sanan so they can always develop them products more good.
Abstrak: Tujuan studi ini untuk mengetahui kinerja pemasaran industri di Kota Malang. Metode penelitian ini dengan pendekatan kuantitatif. Populasi sebesar 200 Pelaku usaha keripik tempe di Sentra Industri Keripik Tempe Sanan Kota Malang. Sampel penelitian yaitu berjumlah 151 responden yang diambil secara purposive sampling. Analisis data dengan teknik analisis partial last square. Temuan penelitian membuktikan bahwa kinerja pemasaran dipengaruhi oleh orientasi pasar, orientasi pembelajaran dan inovasi produk. Saran yang diberikan diantaranya, a) senantiasa mengambil langkah-langkah strategi sesuai kebutuhan para pelanggan. Berkomitmen untuk terus belajar dan berinovasi guna meningkatkan kinerja pemasarannya; b) senantiasa rutin melakukan perkumpulan dalam rangka musyawarah serta menentukan strategi-strategi bisnis yang harus ditingkatkan dan senantiasa berkomitmen memberikan pelatihan-pelatihan terhadap para pengarajin keripik tempe di Sanan agar dapat selalu mengembangkan produk mereka menjadi semakin lebih baik.Keywords
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Jurnal Pendidikan: Teori, Penelitian, & Pengembangan Journal of Education: Theory, Research, and Development Graduate School Of Universitas Negeri Malang
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