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All Journal International Journal of Business, Humanities, Education and Social Sciences (IJBHES)
Lustono
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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PRODUCT INNOVATION STRATEGY IN MEDIATING THE EFFECT OF ETHICAL BEHAVIOUR AND ETHICAL RESPONSIBILITY AND TRUST ON MARKETING PERFORMANCE Lustono; Wening, Nur
Jurnal Internasional Bisnis, Humaniora, Pendidikan dan Ilmu Sosial Vol 2 No 1 (2020): International Journal of Business, Humanities, Education and Social Sciences
Publisher : Universitas Teknologi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46923/ijbhes.v2i1.51

Abstract

This study aims to determine: the influence of Ethical Behaviors and Ethical Responsibility and Trust on marketing performance. The effect of Ethical Behaviors and Ethical Responsibility and Trust on product innovation. Effect of Product Innovation on marketing performance. The effect of Ethical Behaviors and Ethical Responsibility and Trust on marketing performance through product innovation.This type of research is quantitative research, with research variables Ethical Behaviors, Ethical Responsibility And Trust, product innovation and marketing performance. The population in this study is consumers of Yamaha N 'Max motorcycle products in Banjarnegara Regency. The sampling method is purposive sampling, based on characteristics or criteria,n and the number of samples is 100 respondents. The data collection method uses a questionnaire. The analysis technique used is multiple linear regression equations with a significance level of 5%.The results shows that Ethical Behaviors have a positive and not significant effect on marketing performance. Ethical Behaviors have a positive and insignificant effect on product innovation. Ethical Responsibility and Trust and product innovation have a positive and significant impact on marketing performance. Product innovation is able to mediate the influence of Ethical Behaviors. Product innovation is able to mediate the influence of Ethical Responsibility and Trust on marketing performance.
A Competitive Advantage Strategy Through The Use Of Technology Marketing Information, And Orientation Of Learning With Performance As An Intervening Variable Saimin; Lustono; D. Utami, Ristianawati
Jurnal Internasional Bisnis, Humaniora, Pendidikan dan Ilmu Sosial Vol 2 No 2 (2020): International Journal of Business, Humanities, Education and Social Sciences
Publisher : Universitas Teknologi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46923/ijbhes.v2i2.96

Abstract

This study aims to determine the significance of the positive influence of marketing information technology, learning orientation, and performance on competitive advantage, to determine the significance of the positive influence of marketing information technology and learning orientation on performance, and to determine the effect of the use of information technology and learning orientation on competitive advantage through performance as an intervening variable. This research uses quantitative methods. Research variables consist of information technology, learning orientation, performance, and competitive advantage. The population in the study is all Small and Medium Enterprises (MSME) Pottery entrepreneurs in Kasongan, Bantul Regency. The sampling method is purposive sampling, based on the characteristics or criteria of the sample size of 60 respondents. The data collection method uses a questionnaire. The analysis technique used is multiple linear regression equations with a significance level of 5%. The results show that the use of information technology, learning orientation, and performance have positive and significant effects on competitive advantage in the SMEs of Pottery Kasongan, Bantul Regency. The use of information technology and learning orientation have positive and significant effects on the performance of the Small and Medium Enterprises (MSME) Gerabah Kasongan, Bantul Regency. On the other hand, performance can mediate the effect of the use of information technology and learning orientation on the competitive advantage.
Co-Authors D. Utami, Ristianawati Nur Wening, Nur Saimin