Artikel Ilmiah : P2CB11016 a.n. NURTIAH, S.E
| NIM | P2CB11016 |
|---|---|
| Namamhs | NURTIAH, S.E |
| Judul Artikel | ANALISIS PENGARUH ORIENTASI PASAR DAN MANAJEMEN PENGETAHUAN TERHADAP KINERJA PEMASARAN (STUDI KASUS PADA UMKM ALAS KAKI SEPATU/SANDAL DI KECAMATAN CIOMAS DAN DRAMAGA) |
| Abstrak (Bhs. Indonesia) | NURTIAH, Program StudiManajemen-Program Pascasarjana, UniversitasJenderalSoedirman, AnalisisPengaruhOrientasiPasardanManajemenPengetahuanTerhadapKinerjaPemasaran (StudiKasusPada UMKM Alas Kaki Sepatu/Sandal di KecamatanCiomasdanDramaga, KomisiPembimbing, Ketua: Dr. Suliyanto, SE, MM, anggota: Dr. WitaRamadhanti, SE. M.S.A.Ak OrientasiPasardanManajemenPengetahuanmerupakankonsep yang sangatpentingdalampengembanganproduk UMKM. Dalammempertahankankeberlangsunganusahanya, setiapusahadiperlukanpengembanganproduk agar tetapeksisdanbersaing di pasar. Berdasarkanketerbatasanpenelitianterdahulu, makadalampenelitianinimenambahkanvariabelinovasidankeunggulanbersaingsebagaivariabelmoderasi. Penelitiandilakukandi KecamatanCiomasdanDramagadenganobjekpemilik UMKM alas kaki sepatu/sandal. Jumlahresponden 105 orang. Pengambilansampeldilakukansecaracluster random sampling. Alatanalisismenggunakanstuctural equation modelling dengan program AMOS.18. Hasilanalisissebagaiberikut: nilaivariabel orientasipasarterhadap inovasi dengan nilai p value lebih besar dibandingkan dengan nilai rata-rata terendah. Nilai variabel manajemenpengetahuanterhadap keunggulan bersaing dengannilai p value lebih besar dibandingkan dengan nilai rata-rata terendah. Nilai variabel inovasiterhadap keunggulan bersaing dengan nilai p value lebih kecil dibandingkan dengan nilai rata-rata terendah. Nilai variabel inovasiterhadapkinerja pemasaran dengan nilai p value lebih besar dibandingkan dengan nilai rata-rata terendah. Nilai variabel keunggulanbersaingterhadap kinerja pemasarandengan nilai p value lebih kecil dibandingkan dengan nilai rata-rata terendah. Dari hasil analisis, dapat disimpulkan bahwa orientasi pasar tidak berpengaruh terhadap inovasi, manajemen pengetahuan tidak berpengaruh terhadap keunggulan bersaing, inovasi berpengaruh terhadap keunggulan bersaing, inovasi tidak berpengaruh terhadap kinerja pemasaran dankeunggulan bersaing berpengaruh terhadap kinerja pemasaran. |
| Abtrak (Bhs. Inggris) | NURTIAH. Study Program of Management. Post-Graduate Program. JenderalSudirman University. The Analysis of the Effect of Market Orientation and Knowledge Management on the Performance of Marketing (Case Studies on SMEs Footwear of Shoes/Slippers in District of Ciomas and Dramaga, The Supervising Committee, Chairman: Dr..Suliyanto, SE.MM, Members: Dr. WitaRamadhanti, SE. M.S.A.Ak Market orientation and knowledge management is of paramount important concept in the development of SMEsproducts. In maintaining continuity of business, every business requires the development of products so that it still exists and competes in the market. Based on the limitations of previous studies, this study added the variable of innovation and competitive advantage as a moderating variable. The study was conducted in the districts of Ciomas and Dramaga with SME of footwear owners as the object board. The number of respondents was 105 people. The sampling technique used was cluster random sampling. The analytical tool used was Structural Equation Modeling with AMOS.18 program. The results of the analysis was as follows: the value of market orientation variable towards innovation resulted p valuewhich was greater than the lowest average value. The value of knowledge management variable towards competitive advantage resulted p valuewhich was greater than the lowest average value. The value of innovation variable towards competitive advantage resulted p valuewhich was smaller than the lowest average value. The value of innovation variable towards marketing performance resulted p valuewhich was greater than the lowest average value. The value of competitive advantage variable towards marketing performance resulted p valuewhich was smaller than the lowest average value. From the analysis, it could be concluded that market orientation has no effect on innovation, knowledge management has no effect on competitive advantage, innovation affects the competitive advantage, innovation does not affect the performance of the marketing and competitive advantage affects marketing performance. |
| Kata kunci | OrientasiPasar, ManajemenPengetahuan, Inovasi, KeunggulanBersaing, KinerjaPemasaran |
| Pembimbing 1 | Dr. Suliyanto, SE, MM |
| Pembimbing 2 | Dr. WitaRamadhanti, SE. M.S.A.Ak |
| Pembimbing 3 | |
| Tahun | 2014 |
| Jumlah Halaman | 23 |
| Tgl. Entri | 2014-09-15 10:46:46.131805 |