Peran Orientasi Pasar terhadap Pemasaran Kewirausahaan pada UKM Kerajinan Batik di Daerah Istimewa Yogyakarta

Nuvriasari, Audita (2018) Peran Orientasi Pasar terhadap Pemasaran Kewirausahaan pada UKM Kerajinan Batik di Daerah Istimewa Yogyakarta. In: Prosiding Seminar Nasional Manajemen 3 dan Call Papers 2018:Membangun Ekonomi Indonesia Yang Berdaya Saing Berbasis Entrepreneurial Leadership. FE UNESA, Surabaya, pp. 786-797. ISBN 2654-3664

[img] Text (Prosiding)
SINEMA UNIVERSITAS NEGERI SURABAYA 2018.pdf

Download (10MB)

Abstract

The purpose of this study was to examine the effect of market orientation consisting of customer orientation, competitor orientation and inter-functional coordination on entrepreneurial marketing. The study sample consisted of 130 SMEs and as respondents were SME owners or managers of Batik handicrafts in Yogyakarta Special Region. The analysis technique uses multiple regression analysis. The results showed that market orientation consisting of customer orientation, competitor orientation, and interfunctional coordination had a positive and significant effect on entrepreneurial marketing. In this study the study of market orientation as unidimensional and multidimensional varietal. Originality of this research is to test empirically an integrative model of entrepreneurial marketing by using an internal environment in the form of market orientation as an antecedent for entrepreneurial marketing. Limitations in this study are not involving other internal environmental factors such as: entrepreneurial orientation and organizational climate and the external environment as antecedents. For further research, it is expected that a comprehensive entrepreneurial marketing model can be tested. Although the results of this study are still very limited, it is expected to be one of the references for further research, especially in the field of entrepreneurial marketing.

Item Type: Book Section
Uncontrolled Keywords: market orientation; customer orientation; competitor orientation; interfunctional coordination; entrepreneurial marketing
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > Program Studi Manajemen
Depositing User: Perpustakaan UMBY
Date Deposited: 24 May 2021 03:12
Last Modified: 24 May 2021 03:12
URI: http://eprints.mercubuana-yogya.ac.id/id/eprint/11730

Actions (login required)

View Item View Item