Peran Government, Industry Dalam Peningkatan Kinerja Pemasaran UKM

Naili Farida

doi:10.14710/jab.v8i1.23961

DOI: https://doi.org/10.14710/jab.v8i1.23961

Peran Government, Industry Dalam Peningkatan Kinerja Pemasaran UKM

*Naili Farida

- Universitas Diponegoro, Indonesia

Received: 23 Jan 2019; Revised: 19 Mar 2019; Accepted: 23 Mar 2019; Published: 31 Mar 2019.

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Abstract

Temuan hasil penelitian ini menunjukkan bahwa: (1) Peran Pemerintah berpengaruh signifikan pada Kapabilitas inovasi; (2) Peran Industri berpengaruh signifikan pada Kapabilitas Inovasi; (3) Daya Eksplorasi produk berpengaruh signifikan terhadap Kapabilitas Inovasi; dan (4) Daya Ekplorasi produk berpengaruh signifikan pada Kinerja Pemasaran. Sampel dalam penelitian ini 240 orang pelaku UKM Busana Muslim dan teknik analisis menggunakan Structural Equation Modelling dan AMOS version 20 dalam pengolahan data dan tiga hipotesis berpengaruh signifikan yaitu Peran Industri, peran Pemerintah dan Daya eksplotasi Produk berpengaruh posistif dan signifikan terhadap Kapabilitas Inovasi yang mampu mempengaruhi Keberhasilan perusahaan, khususnya daya eksploitasi produk mampu meningkatkan kinerja pemasaran suatu perusahaan.

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Keywords: academia intelektual; government; industri; dan civil society; kapabilitas inovasi, kinerja pemasaran

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Language : ID

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