Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal E-JOURNAL MANAJEMEN FE UNTAD
Oktavinus, Oktavinus
Unknown Affiliation

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KEUNGGULAN BERSAING DAN KINERJA PEMASARAN PENGOLAHAN RUMPUT LAUT DI WAKATOBI Oktavinus, Oktavinus
JURNAL ILMU MANAJEMEN UNIVERSITAS TADULAKO Vol 5, No 2 (2019)
Publisher : Fakultas Ekonomi Universitas Tadulako

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (281.306 KB)

Abstract

The purpose of this study was to find out and analyze the influence of market orientation and product innovation on competitive advantage and the performance of marketing seaweed processing in Wakatobi. The variables of this study are market orientation, product innovation, competitive advantage and marketing performance. The population of this study was seaweed farmer groups with the number of respondents 48. The analysis used was descriptive and inferential analysis with the help of path analysis tools.The results of this study indicate that the direct influence of market orientation, product innovation and competitive advantage has a positive and significant effect on the performance of seaweed processing marketing in Wakatobi. While the indirect influence of market orientation and product innovation on marketing performance through competitive advantage plays a role in pseudo mediating
Co-Authors