Kajian Pendekatan Pemasaran Kewirausahaan dan Kinerja Penjualan Usaha Kecil
ABSTRACT: The concept of
entrepreneurship marketing is a scientific discipline that studies about the
value, the ability and the person's behavior in dealing with various problems
related to business opportunities in an effort to get done. Through the concept
of entrepreneurship marketing is by itself capable of creating a more focused
business conditions related to attempt the achievement of those objectives. The
purpose of this study is the first to know and analyze the variables
include entrepreneurship marketing :
concepts, strategies, methods and market intelligence simultanously influence
sales performance. Second, to identify and analyze variables include
entrepreneurial marketing concepts, strategies, methods and market intelligence
influenced partially to the sales performance. Third, to identify and analyze
variables include entrepreneurial marketing concepts, strategies, methods and
market intelligence dominate the sales performance. Location of research on
chips and small industries tempe in Malang. Type of research is explanatory
research that analyzed the relationship the dependent variable and independent
variables. Tool is a multiple linear regression analysis using SPSS for windows
16:00. To test the hypothesis by using F tests and t tests. From the analysis
found that, first of entrepreneurial marketing variables that includes
concepts, strategies, methods and market intelligence simultanously influence
sales performance. Second, the variables include entrepreneurial marketing
concepts, strategies, methods and market intelligence is partially an effect on
the performance of the sale. Third, the strategy is entrepreneurial marketing
variables that influence most of sales performance.
Penulis: Ernani Hadiyati
Kode Jurnal: jpmanajemendd090191
