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All Journal Scientific Journal of Management and Business
Lawi, Ewaldina W.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Orientasi Kewirausahaan, Inovasi Produk Dan Keuangan Bersaing Terhadap Kinerja Pemasaran Pada Usaha Rumah Makan Yang Terdaftar Di Dinas Pariwisata Kota Ende Lawi, Ewaldina W.; Langga, Lambertus; Dua Mea, Maria Helena Carolinda
SCIENTIFIC JOURNAL OF MANAGEMENT AND BUSINESS (SJMB) Vol. 1 No. 1 (2021): VOLUME 01 NOMOR 01 TAHUN 2021
Publisher : Program Studi Manajemen Universitas Flores

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/sjmb.v1i1.6825

Abstract

This study aims to determine the effect of entrepreneurial orientation, product innovation and competitive advantage on marketing performance. Types of quantitative research. Sampling used simple random sampling, namely all restaurants in the city of Ende as many as 32 respondents. The data analysis technique is multiple linear regression analysis. The results of the t-test show that entrepreneurial orientation and product innovation have a positive and significant effect on marketing performance, while competitive advantage has no positive and significant effect on marketing performance. The results of the F test show that it simultaneously has a positive and significant effect on marketing performance. The results of the coordination test of determination showed that 65.4% was influenced by other factors.
Co-Authors Lambertus Langga Maria Helena Carolinda Dua Mea