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All Journal Arthavidya Jurnal Ilmiah Ekonomi Budimas : Jurnal Pengabdian Masyarakat eMBeJi : Manajemen dan Bisnis Jurnal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Economics and Management Scienties Jurnal Akuntansi Neraca Jurnal Manejemen, Akuntansi dan Pendidikan (JAMAPEDIK) Jurnal Pengabdian Masyarakat International Journal of Social and Education (INJOSEDU)
Yoan Santosa Putra
Universitas PGRI Kanjuruhan Malang
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Social Sciences Other

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Dampak Orientasi Kewirausahaan dan Inovasi Produk terhadap Kinerja Pemasaran Oleh-Oleh Khas kota Malang Hidayat, Candra Wahyu; Putra, Yoan Santosa; Kowiyanto, Kowiyanto; Kartikaningrum, Lina
Manajemen & Bisnis Jurnal Vol 12 No 1 (2026): Vol 12 No 1 2026
Publisher : Magister Manajemen Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/embeji.v12i1.320

Abstract

This study aims to examine how entrepreneurial spirit and innovative capabilities influence the marketing performance of Malang's specialty souvenirs, influenced by entrepreneurial orientation and product innovation. The data source for this study is primary data derived from a sample of Malang specialty souvenir shop owners. Sampling was conducted by MSME owners, managers, and MSME owners and managers. The data used in this study were 100 respondents. The data were processed using multiple linear regression. The results of this study indicate that: (1) Entrepreneurial orientation has a significant positive effect on the marketing performance of Malang Strudel (2) Product innovation has a significant positive effect on the performance of Malang Strudel (3) Entrepreneurial orientation and product innovation simultaneously have a significant positive effect on the marketing performance of Malang Strudel (4).
Co-Authors Andi Nu Graha Arien Anjar Puspitosari Suharso Asna, Asna Cahyania, Lely Dwi Dimas Emha Amir Fikri Anas Firdaus, Riril Mardiana Hidayat, Candra Wahyu Ikhsan, Muhamad Nur Iva Nurdiana Nurfarida Kartikaningrum, Lina Kowiyanto Kowiyanto Kowiyanto Kowiyanto Leifika, Susiana putri Puspitosari Suharso, Arien Anjar Sedyastuti, Kristina Wardhana, Ronald Farrell