ENGARUH SISTEM PEMASARAN KEWIRAUSAHAAN TERHADAP KEUNGGULAN BERSAING DAN INOVASI PADA UKM KULINER KOTA MEDAN
ENGARUH SISTEM PEMASARAN KEWIRAUSAHAAN TERHADAP KEUNGGULAN BERSAING DAN INOVASI PADA UKM KULINER KOTA MEDAN
复制标题
ENGARUH SISTEM PEMASARAN KEWIRAUSAHAAN TERHADAP KEUNGGULAN BERSAING DAN INOVASI PADA UKM KULINER 哥打棉兰
DOI：
10.31289/jimbi.v1i2.397
复制
发表时间：
2020
期刊：
影响因子：
--
通讯作者：
Tohap Parulian
中科院分区：
文献类型：
--
作者：
Marissa Claudya;Wan Suryani;Tohap Parulian
本研究的动机是营销策略的重要性，营销活动在中小型企业之间的竞争中生存。研究者希望了解以中小企业为重点的创业营销体系对创新和竞争优势形成的影响，以及创业营销对创新和竞争优势的影响。本研究以棉兰市的烹饪UKM为研究对象，采用调查法和解释性研究相结合的方法。本研究以随机抽样方式，以80位受访者为样本。分析方法使用PLS-3（偏最小二乘法）。本研究的结果证实了第一个假设，即创业营销与创新之间存在显著的正向关系。第二个变量假设是具有竞争优势的创业营销。创新与竞争优势之间的第三个假设。
This research is motivated by the importance of marketing strategies marketing activities in small and medium-sized businesses to survive in competition between businesses. Researchers want to find out how the influence of the entrepreneurial marketing system that is focused on small and medium enterprises on the formation of innovation and competitive advantage where entrepreneurial marketing plays a role in innovation as well as entrepreneurial marketing on competitive advantage and innovation has a role that affects competitive advantage. The study was conducted on culinary UKM in the city of Medan. This type of research is a survey method with explanatory research. The sample of this study was 80 respondents with a random sampling technique. The analytical method uses PLS-3 (Partial Least Square). The results of this study indicate the first hypothesi there is a significant and positive effect between entrepreneurial marketing and innovation. The second variable hypothesis is entrepreneurship marketing with competitive advantage. The third hypothesis between innovation and competitive advantage.