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Audita Nuvriasari
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Journal : Journal of Indonesian Management

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The Role of Customer Orientation, Competitor Orientation, and Marketing Strategy on Marketing Performance Coffee Shop & Coworking Space in Yogyakarta Oktiansyah, Sella; Audita Nuvriasari
Journal of Indonesian Management Vol. 4 No. 4 (2024): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v4i4.2118

Abstract

This research aims to analyze the role of Customer Orientation, Competitor Orientation, and Marketing Strategy on the Marketing Performance of Coffee Shop & Coworking Space in Yogyakarta. The sample in this study were 40 respondents. The sampling technique used a non-probability sampling method with the research instrument used was a questionnaire. The results of the instrument test state that the data in this study are proven to be valid and reliable. The classical assumption test states that the data in this study are normally distributed and produce a regression model that is free from multicollinearity and heteroscedasticity. The findings of the results of this study prove that: (1) Customer Orientation has a positive and significant effect on the marketing performance of Coffee Shop & Coworking Space in Yogyakarta, (2) Competitor Orientation has no effect on the marketing performance of Coffee Shop & Coworking Space in Yogyakarta, (3) Marketing strategy has no effect on the marketing performance of Coffee Shop & Coworking Space in Yogyakarta.
Co-Authors Abdul Muttalib, Mohd Fadhil Harfiez Aji Bayu Sanjoyo Andita, Cindy Annisa Salsabila Khasanah Asmarani, Widya Puspita Awan Santosa Bhakti, Listiana Daeli, Krisdayanti eka purwanto Eno Casmi Ewa Damayanti Fadhila, Annisa Nur Faturrohman, M. Deisry Fortunella Fistha Permadani Hasim As'ari Ikrimatul Fathiyah Indra Laksana Leony Permata Setiawati Lulu Alviani Muhammad Akram Habiullah Muhammad David Bagus Rahendra Nabilah Fatin Daulay Natalia Ersa Angela Ninda Putri Kusumawardhani Octa, Octavia Nurul Hidayah Oktiansyah, Sella Pramudian, Achmad Fajri Raihan, Muhammad Reza Bagus Andrian Rina Dwiarti Rosita Rahayu Ruslarta Sera Nopita Asri Shinta Nur Khoirothi Uning Hadiyati Yohana Manek Yulita Livrika