BibTex Citation Data :
@article{JAB4320, author = {Sendhang Nurseto}, title = {Analisis Pengaruh Lingkungan Industri Terhadap Strategi Pemasaran Dan Dampaknya Terhadap Kinerja Pemasaran: Studi pada Usaha Kecil Kerajinan Kulit Tanggulangin}, journal = {Jurnal Administrasi Bisnis}, volume = {1}, number = {1}, year = {2012}, keywords = {}, abstract = { The objective of this research is to analyze and explain the influence of industrial environment factors which include the Entry Restriction of Newcomer , Supplier Strength, Buyer Stren gth , the Availability of Subtitution Supplies, Competitor Strength against Marketing Strategy (Z) and Marketing Performance (Y). Research was done in Tanggulangin with a sample of 77 respondents. The research employed Path Analysis. The result shows that all X variables have positive and significant influence towards variable Z and also Y mediated by Z. The conclusion demonstrates positive and significant influence between variable Z upon Y. The variable contributing the biggest influence upon Marketing Performance is variable Marketing Strategy. It is necessary for c raftsmen of small scale business to anticipate the change of industrial environment by applying the right marketing strategy to yield good Marketing Performance in a hope that they can still compete and survive in the leather industry. Tujuan dari penelitian ini adalah untuk menganalisis dan menjelaskan pengaruh faktor-faktor lingkungan industri yang meliputi Hambatan Masuk Pendatang Baru (X1), Kekuatan Pemasok (X2), Kekuatan Pembeli (X3), Ketersediaan Barang Substitusi (X4) dan Kekuatan Pesaing (X5) terhadap Strategi Pemasaran (Z) dan Kinerja Pemasaran (Y). Penelitian dilakukan di Tanggulangin, dengan jumlah sampel sebanyak 77 responden. Penelitian ini menggunakan Analisis Path. Hasil analisis menunjukkan bahwa seluruh variable X berpengaruh positif dan signifikan terhadap Z maupun Y yang dimediasi oleh Z. Kesimpulan menyatakan bahwa terdapat pengaruh positif yang signifikan antara variabel Z terhadap Y. Variabel yang memberikan pengaruh terbesar terhadap Kinerja Pemasaran adalah variabel Strategi Pemasaran. Pengrajin usaha kecil perlu untuk selalu dapat mengantisipasi adanya perubahan lingkungan Industri dengan menetapkan Strategi Pemasaran yang tepat sehingga menghasilkan Kinerja Pemasaran yang baik. Sehingga pengrajin usaha kecil kerajinan kulit tetap dapat bersaing dan dapat menjaga keberlangsungan hidup usahanya. Keywords: Industrial Environment, Marketing Strategy, Market Performance Lingkungan Industri, Strategi Pemasaran, Kinerja Pemasaran }, issn = {2548-4923}, pages = {72--83} doi = {10.14710/jab.v1i1.4320}, url = {https://ejournal.undip.ac.id/index.php/janis/article/view/4320} }
Refworks Citation Data :
The objective of this research is to analyze and explain the influence of industrial environment factors which include the Entry Restriction of Newcomer, Supplier Strength, Buyer Strength, the Availability of Subtitution Supplies, Competitor Strength against Marketing Strategy (Z) and Marketing Performance (Y). Research was done in Tanggulangin with a sample of 77 respondents. The research employed Path Analysis. The result shows that all X variables have positive and significant influence towards variable Z and also Y mediated by Z. The conclusion demonstrates positive and significant influence between variable Z upon Y. The variable contributing the biggest influence upon Marketing Performance is variable Marketing Strategy. It is necessary for craftsmen of small scale business to anticipate the change of industrial environment by applying the right marketing strategy to yield good Marketing Performance in a hope that they can still compete and survive in the leather industry.
Tujuan dari penelitian ini adalah untuk menganalisis dan menjelaskan pengaruh faktor-faktor lingkungan industri yang meliputi Hambatan Masuk Pendatang Baru (X1), Kekuatan Pemasok (X2), Kekuatan Pembeli (X3), Ketersediaan Barang Substitusi (X4) dan Kekuatan Pesaing (X5) terhadap Strategi Pemasaran (Z) dan Kinerja Pemasaran (Y). Penelitian dilakukan di Tanggulangin, dengan jumlah sampel sebanyak 77 responden. Penelitian ini menggunakan Analisis Path. Hasil analisis menunjukkan bahwa seluruh variable X berpengaruh positif dan signifikan terhadap Z maupun Y yang dimediasi oleh Z. Kesimpulan menyatakan bahwa terdapat pengaruh positif yang signifikan antara variabel Z terhadap Y. Variabel yang memberikan pengaruh terbesar terhadap Kinerja Pemasaran adalah variabel Strategi Pemasaran. Pengrajin usaha kecil perlu untuk selalu dapat mengantisipasi adanya perubahan lingkungan Industri dengan menetapkan Strategi Pemasaran yang tepat sehingga menghasilkan Kinerja Pemasaran yang baik. Sehingga pengrajin usaha kecil kerajinan kulit tetap dapat bersaing dan dapat menjaga keberlangsungan hidup usahanya.
Keywords:
Industrial Environment, Marketing Strategy, Market Performance
Lingkungan Industri, Strategi Pemasaran, Kinerja Pemasaran
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