PERAN INOVASI PRODUK MEMEDIASI ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARAN IMK SEKTOR INDUSTRI MAKANAN KOTA DENPASAR
ABSTRACT: This study was
headed to ascertain the effect of entrepreneurship orientation towards the
marketing performance which mediated by product innovation. Subject in this
study was the owner of food small enterprise industries in Denpasar city, with
100 respondents as a samples. The analytical technique used by Path Analysis
and Sobel Test. The results indicate that entrepreneurship orientation
variables have a significant positive effect on product innovation and
marketing performance. Product innovation variables also have a significant
positive effect on marketing performance. Variable of product innovation also
proven able to mediate entrepreneurship orientation to marketing performance on
food small enteprise industries in Denpasar City. Implication of this study was
emphasize the entrepreneurs to constantly add product variants, recognize risks
and expand the reach of marketing areas to improve marketing performance.
Penulis: Adinda Fauziyyah
Djayadiningrat, I Putu Gde Sukaatmadja, Ni Nyoman Kerti Yasa
Kode Jurnal: jpmanajemendd170185
