PENERAPAN STRATEGI PEMASARAN, INOVASI PRODUK KREATIF DAN ORIENTASI PASAR UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM

  • Elwisam Elwisam Fakultas Ekonomi dan Bisnis, Universitas Nasional, Jakarta, Indonesia
  • Rahayu Lestari Fakultas Ekonomi dan Bisnis, Universitas Nasional, Jakarta, Indonesia

Abstract

This research discusses issues concerning with the performance of marketing of micro and small entrepreneurs at the South Tangerang - Banten. Data were collected from 65 respondents, and PLS-SEM was used as an analysis tool. The results show that creative product innovation, market orientation, and marketing strategies have a positive effect on marketing performance. In addition, business development also proved to have an effect on marketing performance. Implications and suggestions are described in this paper. Keywords: marketing strategies, creative product innovations, market orientation

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Published
2019-06-30
How to Cite
Elwisam, E., & Lestari, R. (2019). PENERAPAN STRATEGI PEMASARAN, INOVASI PRODUK KREATIF DAN ORIENTASI PASAR UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(2), 277 - 286. https://doi.org/10.36226/jrmb.v4i2.265
Section
Articles