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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
Elwisam, Elwisam
Economic Faculty, Attahiriyah Islamic University
Decision Sciences, Operations Research & Management

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PENERAPAN STRATEGI PEMASARAN, INOVASI PRODUK KREATIF DAN ORIENTASI PASAR UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM Elwisam, Elwisam; Lestari, Rahayu
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 4 No 2 (2019)
Publisher : Economic Faculty, Attahiriyah Islamic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (134.802 KB) | DOI: 10.36226/jrmb.v4i2.265

Abstract

This research discusses issues concerning with the performance of marketing of micro and small entrepreneurs at the South Tangerang - Banten. Data were collected from 65 respondents, and PLS-SEM was used as an analysis tool. The results show that creative product innovation, market orientation, and marketing strategies have a positive effect on marketing performance. In addition, business development also proved to have an effect on marketing performance. Implications and suggestions are described in this paper. Keywords: marketing strategies, creative product innovations, market orientation
Co-Authors Rahayu Lestari