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Endang Tjahjaningsih
Universitas Stikubank
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Journal : SENTRALISASI

 1 
Pengaruh Inovasi Produk Dan Orientasi Pasar Terhadap Kinerja Pemasaran Dimediasi Keunggulan Bersaing Anna Damayanti; Endang Tjahjaningsih
SENTRALISASI Vol. 12 No. 2 (2023): Sentralisasi
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v12i2.2347

Abstract

This examines goals to decide the effect of product innovation and market organization on marketing performance. Quantitative descriptive methods were used in this study, with the populace on this observe being UMKM withinside the meals enterprise sector in Central Java Province with a total of 105 people. The analysis in this study used validity tests, reliability tests, and model tests which included regression tests, coefficient of determination tests, simultaneous significance, and mediation tests using SPSS 21.0 software. From the results of this analysis and discussion it shows that product innovation and market orientation have a good and large influence on competitive advantage, in addition to product innovation and market orientation which even have a good and large influence on marketing performance, from the consequences of competitive advantage studies they also have a subtle and good impact on marketing performance.  In addition, competitive advantage is proven to be a mediator between product innovation and market orientation towards marketing performance.  
Co-Authors ., Nursangadah ., Nursangadah 07.35.02.0724 Andria Ferry Rosmawan 08.05.51.0078 Farid Ali Mustafa 08.05.51.0102 L. Anisia Fatsha 09.05.51.0022 Sholekatun Fadhilah 09.05.51.0055 Bonnietta Dwi Senjani 1142020130 Suyanto 12 4202 0046 Rusmani Budiharjo 12.42.02.0043 Bayu Iriyanto Hutama 13.5202.0022 HadiSubena, 13.5202.0022 1352020087 Qurotul ‘Aini, 1352020087 1352020094 Apriliyana Megawati, 1352020094 Achmad Badjuri Achmad Badjuri Achmad Nurul Huda, 13.05.51.0148 Achmad Nurul Huda, 13.05.51.0148 Adib Saeroji, Adib Adnan Surya Azhari, 13.05.51.0223 Adnan Surya Azhari, 13.05.51.0223 Afinia, Shevila Ah. Fayumi, Ah. Ahmad Sofi’i, 13.05.51.0203 Ali Maskur Alimuddin Rizal Alimuddin Rizal Rivai Amelia Firdausa Duana Anif Maharyani Ayuningtyas Anif Maharyani Ayuningtyas Anita Dyah Wulandari, Anita Dyah Anna Damayanti Arta, Yohanes Primada Dwi Azhari, Putri Basiya, Basiya Basri Basri Bedagama, Fanny Monica H Budiharjo, Rusmani Cahyani, Alya Takwarina Cantika Cahyaning Pangastuti Cecilia Eka Erratna B Danu Prastya Darmawan, Rahmad Tirta Debby Cindy Permatasari Dewi Ayu Pratiwi, 15.05.51.0010 Dewi Handayani Untari Ningsih Dewi Setyani, 12.05.51.0010 Dewi Setyani, 12.05.51.0010 Dian Suprapti Diana Ari Cahyani, 12.05.51.0172 Diana Ari Cahyani, 12.05.51.0172 Diana Yunita Sari, 14.05.51.0264 Diana Yunita Sari, 14.05.51.0264 Dwi Budi Santoso Dwi Budi Santoso Ega Tomy Andreawan, 12.05.51.0152 Ega Tomy Andreawan, 12.05.51.0152 Elen Puspitasari Endah Sulistiani, 14.05.51.0066 Enggar Dwi Nastiti, 14.05.51.0248 Erratna B, Cecilia Eka Euis Soliha Fajar, Romi Anugerah Fajarwati, Elliza Fanny Monica H Bedagama Faradisa Agustin Mahmudi Fauziyah, Atikah Nur Febrian Murdi Nugroho Fernanda Nasrullah Firdatun Nisa Fitika Andraini Hafid Alaziz Haryono Haryono Hayuningtias, Kristina Anindita Hayuningtias, Kristina Anindita I Dewa Gede Alit Suwardhana Putra Irawan, Ade Candra Irwinda Amelita Rahmayani, 15.05.51.0059 Iryantini, Yeni Islakhul khoir Ita Ayu Saputri Khoirur Roziqin Kristina Anindita Hayuningtias Latif Rifai Lina Wulandari, Lina luluk tataningtyas M. Helmi Irfani, 14.05.51.0160 Maria E Deviana Marlien Marlien Marlien, RA Maurine Yuliani Meida Maulana Muhammad Ainul Huda Muhammad Azwar Anas, 12.05.51.0094 Muhammad Ikhsan Fifaldyovan Muhammad Ivan Rafly Mukti, Manggala Aji Mulyo Budi Setiawan Musthofa Musthofa Muthia Khanza Nanda, Getcha Olivira Naufal Farid Hibatullah Naura, Sofita Syahla Ndaru Wijanarko Nungki Pradita Nur Zaman Nurul Hidayah, 15.05.51.0065 Oky Sjahrul Syah Pambudi, Bima Andrianto Pambudi, Bima Andrianto Pramudoyo, Safnudi Pranoto Wahyu Wijayanto Pratiwi, Dewi Ayu Pratiwi, Nadya Risma Pribowo, Arief Pungky Sulistyo Wardani, 14.05.51.0009 Purbaningrum, Nila Widi Putri Febri Setyarini Putri Widiastuti, 14.05.51.0137 Putri, Nadya Ananda Hidayat Radyanto, Mohammad Riza Rahesa Wijaya, Yoanita Reza Adi Prabowo, 15.05.51.0007 Rhameswari, Ayunda Rhameswari, Ayunda Rio Anandra Rafli Rizal Fatkhul Rafa, 14.05.51.0175 Saidatus Salamah, 14.05.51.0087 Saidatus Salamah, 14.05.51.0087 Salma Mutiara Priliandani Sam Budiono Saraswati, Effita Dewi Sari, Diana Yunita Sari, Diana Yunita Savila, Dea Septiani Sekar Ajeng Puspitarini Setiana, Nilma Dwi Siti Farhana Zakaria Sodik Mutadun Sri Isnowati Sri Isnowati Sri Retno Hendrawati Sri Wulandari Wulandari Sugeng Dilianto Suprapti, Dian Suri Sustikawati, 15.05.51.0191 Syach, Zein Zidane Syamfaizal Akbar tataningtyas, luluk Teguh H Prayitno, Teguh Thifal Oksan Abiyyu Ticha Tiwi, 14.05.51.0146 Tristiana Rijanti Wahyu Nugroho Wahyu Teguh Prasetyo Wahyu Wirasati Wibisono, Hernowo Hardyas Yoanita Rahesa Wijaya Yunardi, Nafa Sabila Dwi Yusuf Bagus Prakosa Zeni Rahmawati