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All Journal Ensiklopedia of Journal Journal of Social Research
Laura Amelia Triani
Departemen Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Andalas
Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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ANALISIS EFEKTIVITAS PENERAPAN STRATEGI SPONSORSHIP DALAM MENINGKATKAN MINAT BELI ULANG STUDI KASUS UMKM CV. JOGJA KONVEKSI Laura Amelia Triani
Ensiklopedia of Journal Vol 5, No 2 (2023): Volume 5 No. 2 Edisi 3 Januari 2023
Publisher : Lembaga Penelitian dan Penerbitan Hasil Penelitian Ensiklopedia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (219.097 KB) | DOI: 10.33559/eoj.v5i2.1569

Abstract

Repurchase intention is one of consumer loyalty measurement. Meanwhile sponsorship is becoming an increasingly popular marketing communication nowadays. Many previous studies have looked at repurchase intention based on other factors. So the purpose of this study is to provide analysis and recommendations to companies on the results of implementing the Sponsorship strategy in increasing repurchase intention. This study also take a look how the flow of strategy can make a positive influence on company recognition. A qualitative approach with descriptive analysis is used based on data collection through sales data, consumer data, interviews, observations and experiments on 5 sponsorship implementations in CV. Jogja Konveksi. The results of this study indicate an increase in repurchasing intention in the product made by this company. Based on consumer data, it also shows the increase of recall purchases and transactions at CV. Jogja Konveksi.
The Role of Market Orientation in Mediation the Impact of Entrepreneurship Orientation on Company Performance and Competitive Advantage Laura Amelia Triani; Yulia Hendri Yeni
Journal of Social Research Vol. 2 No. 3 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i3.755

Abstract

The purpose of this research is to see how the SME Orientation Strategy is implemented in West Sumatra. The strategy uses two parameters, namely entrepreneurial orientation and market orientation. The focus of this research objective is to analyze the role of market orientation in mediating the effect of entrepreneurial orientation on company performance and competitive advantage in SMEs, especially the food industry in Rumah Makan Minang, West Sumatra. The subjects of this study were restaurants registered with the West Sumatra BPS which were surveyed by the Googlemaps team in 11 cities. The sample of this research comes from restaurant owners. Data collection was carried out by distributing 173 questionnaires to restaurant owners or management. The data collection process was carried out by a team of five people who had experience and received training and understanding of the questions in the survey. The data analysis technique is SEM (Structural Equation Model) with the SmartPLS 3.2.8 professional application program. This study found that market orientation plays a role in mediating the influence of entrepreneurial orientation on company performance, but it is not proven to play a role in mediating the influence of entrepreneurial orientation on competitive advantage in Minang Restaurant MSME in West Sumatra. Other indicators will be discussed in this article.
Co-Authors Yulia Hendri Yeni