MODEL PENINGKATKAN KINERJA PEMASARAN DALAM KONTEKS ADAPTABILITAS LINGKUNGAN
ABSTRACT: This study examines
the performance improvement of marketing in the context of environmental
adaptability, which examined the effect of creativity programs entrepreneurial
orientation and marketing performance and creativity to the performance of marketing
programs both before and in the context of environmental adaptability. The
respondents are the managers of SMEs who are members of the Organization Centra
Industries (OCI) Sculpture and Carving in Center Industry Mulyoharjo Jepara.
which amounts to 157. Given the limited number of population, sampling method
with the census method, meaning the number of samples equal to the population
of which amounted to 157. The study results indicate that 1). When oriented
entrepreneurial SMEs, the marketing
of higher performance. This
means that performance
improvements constructed by
the orientation of entrepreneurial marketing with innovation
indicators, dare to take risks and act proactively 2). If SMEs have the
creativity of marketing programs, the higher the marketing performance. This
means that marketing performance improvement constructed by the creativity of
marketing programs with indicators of reference, the discussion of marketing
programs and compliance programs. 3). If SMEs have entrepreneurial orientation,
the higher the creativity of marketing programs. It means increased creativity
of marketing programs built by entrepreneurial orientation to the indicators of
innovation, daring to take risks and act proactively 4). Moderating environmental
adaptability and creativity of entrepreneurial orientation on performance
marketing programs pemasaran.Artinya high environmental adaptability will
increase the influence of entrepreneurial orientation and creativity of the
marketing program marketing performance.
Key word: Entrepreneurial
orientation, creativity programs, environmental adaptability, Performance
Marketing
Penulis: Ahmad Lukman Arif, Widodo
Kode Jurnal: jpmanajemendd110160
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