Articles
<![CDATA[Meningkatkan Kinerja Pemasaran melalui Keunggulan Bersaing dengan Orientasi Kewirausahaan, Orientasi Pasar, Kemitraan ]]>
<![CDATA[Aristiyo, Roro]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 6 No 1 (2017): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v6i1.12420
<![CDATA[Penelitian ini bertujuan untuk mengetahui adanya pengaruh orientasi kewirausahaan, orientasi pasar, dan kemitraan terhadap kinerja pemasaran secara langsung dan tidak langsung melalui keunggulan bersaing. Populasi dalam penelitian ini adalah pelaku UMKM Batik Kabupaten Banyumas, yang berjumlah 41 responden. Teknik pengambilan sampel menggunakan metode sampling jenuh, diperoleh jumlah sampel sesuai dengan jumlah populasi yaitu 41 responden. Metode penelitian menggunakan analisis regresi dan analisis jalur (path analysis) melalui alat analisis SPSS Statistik 16. Hasil penelitian menyatakan bahwa orientasi kewirausahaan, orientasi pasar terhadap kinerja pemasaran memiliki nilai signifikan Pengaruh kemitraan terhadap kinerja pemasaran memiliki nilai tidak signifikan. Pengaruh orientasi kewirausahaan, orientasi pasar dan kemitraan terhadap keunggulan bersaing memiliki nilai signifikan. kemudian untuk pengaruh mediasi dihasilkan bahwa pengaruh total ketiga variaebel bebas lebih besar dari pengaruh langsungnya. Simpulan dari penelitian ini membuktikan bahwa hanya kemitraan yang tidak berpengruh langsung terhadap kinerjx pemasaran, sedangkan keunggulan bersaing memediasi pengaruh tidak langsung orientasi kewirausahaan, orientasi pasar, dan kemitraan terhadap kinerja pemasaran.]]>
<![CDATA[The Influence of Destination Image and Customer Value toward Customer Loyalty through a Customer Satisfaction The Tourist District Guci Tegal. ]]>
<![CDATA[Amalia, Ilda]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 5 No 3 (2016): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v5i3.12579
<![CDATA[The aims of this research are to analyze the direct and indirect influence of the destination image, customer value and customer satisfaction on the customer loyalty at the Guci Tour. The sample size consist of 100 respondents with incidental sampling through likert scale questionnaire. Percentage descriptive, multiple linier regression and path analysis were employed to analyze data. Results showed any effect of the image of the destination and the value of customer loyalty through customer satisfaction so that visitors can be said of a relationship mediation in this study. The conclusion of this research are proved that 1) the image of destinations has no direct influence on satisfaction and loyalty of visitors, 2) the image of the destination and visitor satisfaction as mediating indirect effect on the loyalty of visitors, 3) customer value and customer satisfaction as a mediating influence directly and indirectly to the visitor loyalty.]]>
<![CDATA[Membangun Loyalitas Konsumen melalui Citra Merek, Kualitas Pelayanan dan Kepuasan Konsumen ]]>
<![CDATA[Ardiani, Erwinda]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 6 No 3 (2017): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v6i3.16007
<![CDATA[Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek, kualitas pelayanan, dan kepuasan konsumen terhadap loyalitas konsumen. Populasi dalam penelitian ini adalah semua pasien rawat jalan RSUD Ungaran. Jumlah sampel dalam penelitian ini sebanyak 100 responden dengan teknik Incidental Sampling. Metode pengumpulan data menggunakan dokumentasi dan kuisoner. Analisis data menggunakan Structural Equation Modeling (SEM) melalui program IBM SPSS AMOS 22. Hasil penelitian dengan analisis SEM, menunjukkan bahwa model penelitian ini dengan variabel citra merek, kualitas pelayanan, kepuasan konsumen, dan loyalitas konsumen dapat diterima secara fit atau baik sesuai dengan hasil perhitungan memenuhi kriteria goodness of fit index. Hipotesis yang diajukan dalam penelitian ini terdapat 6 hipotesis dengan hasil semua hipotesis memiliki pengaruh yang signifikan (p<0.05). Simpulan dari penelitian ini membuktikan bahwa citra merek, kualitas pelayanan dan kepuasan konsumen mampu berpengaruh terhadap loyalitas konsumen. Saran dari peneliti untuk pihak RSUD Ungaran tetap menjaga citra merek, karena di benak konsumen citra yang baik ada kualitas pelayanan didalamnya yang baik juga. Saran untuk peneliti selanjutnya yaitu menambah variabel lain ataupun faktor lain yang terkait dengan penelitian ini.]]>
<![CDATA[Pengaruh Orientasi Pasar dan Orientasi Kewirausahaan terhadap Kinerja Pemasaran melalui Keunggulan Bersaing ]]>
<![CDATA[Musrifah, Musrifah]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 6 No 4 (2017): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v6i4.19211
<![CDATA[Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh positif dan signifikan dari variabel orientasi pasar, orientasi kewirausahaan, dan keunggulan bersaing pada kinerja pemasaran, serta keunggulan bersaing sebagai variabel intervening pada home industry emping melinjo di Kecamatan Ambal Kabupaten Kebumen. Populasi dalam penelitian ini adalah semua home industry emping melinjo di Kecamatan Ambal Kabupaten Kebumen sebanyak 2.522 unit usaha. Jumlah sampel yang diambil sebanyak 100 responden dengan rumus Slovin, error ditetapkan 9,8%. Teknik pengambilan sampel menggunakan incidental sampling. Metode pengumpulan data melalui kuesioner. Analisis data berupa deskriptif persentase dan path analysis menggunakan program IBM Statistics SPSS 21. Hasil penelitian menunjukkan bahwa orientasi pasar berpengaruh positif tetapi tidak signifikan pada kinerja pemasaran. Orientasi kewirausahaan dan keunggulan bersaing berpengaruh positif dan signifikan pada kinerja pemasaran. Orientasi pasar dan orientasi kewirausahaan berpengaruh positif dan signifikan pada kinerja pemasaran melalui keunggulan bersaing. Simpulannya adalah kenaikan dari orientasi pasar belum tentu meningkatkan kinerja pemasaran home industry emping melinjo di Kecamatan Ambal Kabupaten Kebumen.]]>
<![CDATA[Pengaruh Orientasi Pasar dan Kewirausahaan terhadap Kinerja Pemasaran melalui Kapabilitas Pemasaran pada UMKM Lanting di Kecamatan Kuwarasan Kabupaten Kebumen ]]>
<![CDATA[Hidayat, Sarif]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 7 No 1 (2018): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v7i1.19857
<![CDATA[Kinerja pemasaran merupakan bagian yang penting dari Usaha Mikro dan Kecil, dengan kinerja pemasaran yang optimal maka perusahaan akan mampu bertahan dalam persaingan. Tujuan penelitian ini adalah untuk mengetahui pengaruh orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran melalui kapabilitas pemasaran pada UMKM Lanting di Kecamatan Kuwarasan Kabupaten Kebumen. Populasi pada penelitian ini adalah pelaku UMKM Lanting di Kecamatan Kuwarasan Kabupaten Kebumen. Jumlah responden sebanyak 115 orang. Analisis data menggunakan Path Analysis dengan program SPSS Versi-21. Hasil penelitian ini menunjukan bahwa kapabilitas pemasaran mampu memediasi hubungan antara orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran. Saran untuk UMKM Lanting di Kecamatan Kuwarasan Kabupaten Kebumen agar meningkatkan orientasi kewirausahaan terutama pada inovasi baik inovasi produk maupun promosi dan meningkatkan kapabilitas pemasaran yang dimiliki untuk meningkatkan kinerja pemasaran salah satunya dengan mengikuti pelatihan yang diadakan oleh Dinas UMKM.]]>
<![CDATA[The Effect of Place Branding, Promotion and Tourism Product Attribute on Decision to Visit Through The Destination Image ]]>
<![CDATA[Fuadillah, Nanda]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 7 No 3 (2018): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v7i3.24135
<![CDATA[The purpose of this study is to know the effect of place branding, promotion and attributes of tourism products to the decision to visit through the image of the destination. The population in this study is the visitors of Teluk Penyu beach tourism destination of Cilacap regency. The number of samples in this study were 150 respondents with Accidental sampling technique. Data analysis using Path Analysis with SPSS program version 21, where variables used include place branding (X1), promotion (X2), tourism product attribute (X3), destination image (Z1), Decision to visit (Y1). The result of the research found that all hypothesis of direct effect proposed is accepted where the significance value is <0,050, whereas for the intervening test obtained the total value of indirect effect> direct influence. This proves the hypothesis both directly and indirectly in this study are all accepted. Conclusion the better place branding, promotion and tourism product attributes can affect the image of the destination that will impact on the decision to visit.]]>
<![CDATA[The Influence of Market Orientation, Learning Orientation, Innovation and Competitive Advantage to Improve Marketing Performance ]]>
<![CDATA[Nurhasanah, Novi]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 7 No 4 (2018): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v7i4.25637
<![CDATA[The study is aimed at examining the effect of market orientation, learning orientation, innovation and competitive advantage on marketing performance. Populations in this research are 41 which 3, 4, and 5 star-rated hotels in Semarang City. The numbers of samples in this research are 120 respondents by using purposive sampling technique. Methods of data collection are using documentation and questionnaires. Data analysis is using Structural Equation Modeling (SEM). The result of this research show that companies which apply learning orientation, innovation and competitive advantage can improve marketing performance, but for market orientation has no effect on marketing performance.]]>
<![CDATA[Mediating Role of Competitive Strategy and Marketing Capability on The Relationship between EntrepreneurialOrientation and Market Performance ]]>
<![CDATA[Yanuarti, Dewi Wahyu]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 8 No 2 (2019): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v8i2.26254
<![CDATA[The purpose of this research is to analyze the influence of entrepreneurial orientation and competitive strategy to market capability and market performance in kapok mattress industry. So, this results can be used as a consideration for kapok mattress industry and the future research. Populations of this research are 157 owner of kapok mattress industry. The samples of this research are about 130 respondents and this research use questionnaries and documentations for collecting the research data. Data analysis in this research is using Structural Equation Modeling (SEM) method through IBM SPSS AMOS 22 program. The finding of this research show that entrepreneurial orientation affect marketing performance, competitive strategy affect marketing capability, entrepreneurial orientation affect marketing performance through competitive strategy, and entrepreneurial orientation affect marketing performance through marketing capability. In this research, we can conclude that the kapok mattress industry in Pati can increase the marketing performance by increasing entrepreneurial orientation, competitive strategy, and marketing capability. Moreover, this entrepreneurial orientation and competitive strategy in this research can be used in kapok mattress industry properly. For the future research, the other variables can be reviewed for the future research so the kapok mattress industry can find the other marketing strategy for increasing their marketing performance.]]>
<![CDATA[The Influence of Promotion and Trust on Customer Loyalty through Customer Satisfaction ]]>
<![CDATA[Widodo, Aris]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 8 No 3 (2019): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v9i3.33475
<![CDATA[The purpose of this research is to examine between promotion and trust toward customer loyalty through customer satisfaction as mediating role. The population in this research is all TCash users in Semarang City. The numbers of sample in this research are 115 respondents by using incidental sampling. Path analysis is used for analyzing the research data using SPSS program version 21. The results findings are both promotion have a positive and significant on customer loyalty, and trust have a positive and significant on customer loyalty, and customer satisfaction is able to mediate between promotion and trust in customer loyalty.]]>
<![CDATA[Building Customer Engagement through Customer Experience, Customer Trust, and Customer Satisfaction in Kaligung Train Customers ]]>
<![CDATA[Syahputra, Dicky]]>;
<![CDATA[Murwatiningsih, Murwatiningsih]]>
<![CDATA[ Management Analysis Journal Vol 8 No 4 (2019): Management Analysis Journal ]]>
Publisher : <![CDATA[Universitas Negeri Semarang ]]>
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DOI: 10.15294/maj.v9i4.33958
<![CDATA[Customers are getting smarter in determining transportation services that will be used to help all activities. This study aims to examine the effect of customer experience, customer trust and customer satisfaction on customer engagement. The population of this research is all the passengers of the Semarang-Brebes Kaligung Train. A sample of 160 respondents using incidental and purposive sampling techniques. Methods of data collection using questionnaires and documentation. Data analysis using Structural Equation Modeling (SEM) with IBM SPSS AMOS version 23. The results showed that customer experience affects customer trust, customer experience influences customer satisfaction, customer experience influences customer engagement, customer trust influences customer satisfaction, customer trust affect customer engagement, customer satisfaction does not significant affect customer engagement. Suggestion from this research is Kaligung Train must continue to maintain and improve services and facilities so that the experience is better. Suggestions for further research are adding other variables or other factors related to this study and using different research objects]]>
