ANALISIS KINERJA PEMASARAN PADA INDUSTRI OLAHAN GERABAH DI KABUPATEN TAKALAR PROVINSI SULAWESI SELATAN
Abstract
The aims of the research were to anayze marketing performance of processing in
dustry of earthenware vessels and to find out whether product,business,and the
effectiveness of distribution channel strategies have influence on the increase of
marketing performance.The populations were the owners of processing business
of earthenware vessels in Pattalassang district of takalar Regency consisting120
industries.The sample consisted of 57 industries selected using simple random
sampling method based on Rao formulae.The data were obtained in two step,i.e.
library study and questionnaire.The measurement of variables used LIKERT
Scale which indicated the level of respondents agreement with a score raging from
1 to 5 (really agre,agree,quite agree,not agree,really not agree).The datewere
analyzed using multiple linear regression analysis.The results of inferential
analysis indicate that the variables of product(X1),business(X2),and the
effectiveness of distribution channel(X3) strategies have positive and significant
influence on marketing performance either simultaneously or partially.The
obtained regression equation is y =1.115 + 0.525x1 +0.237x2 + 0.025x3.
Downloads
References
Informasi Pemasaran dan
Environmental Scanning
Pengaruhnya Terhadap Kualitas
Layanan, Keunggulan Bersaing,
dan Pertumbuhan Pelanggan,
Jurnal Sains Pemasaran Indonesia,
Vol. 1, No. 3, p. 275 -291
Fandy Tjiptono. Strategi Pemasaran (Edisi
II). No. ISBN, 9797313816.
Penulis, Penerbit, Andi Publisher.
2006. Yogyakarta
Kotler, Phillip, 1995, Manajemen
Pemasaran, Analisis, Perencanaan,
Implementasi, dan Pengendalian,
Edisi Kedelapan, Salemba Empat,
Jakarta
Lumpkin, G. T., dan Dess, G. G., 1996,
Clarifying the Entrepreneurial
Orientation Construct and Linking
it to Performance, Academy of
Management Review, Vol. 21 (1),
p. 135-172.
Narver, J., Slater, S., 1995, Does
Competitive Environment Moderate
the Market OrientationPerformance Relationship, Journal
of Marketing, Vol 58, 46-55
Sitinjak, dkk. 2008. Model Matriks
Konsumen Untuk Menciptakan
Superior Customer Value. Jakarta :
PT.Gramedia Pustaka Utama.
Sugiyono. 2006. Metode Penelitian.
Alfabeta, Bandung.
Spss 15.0 for windows
Weerawardena, 2003. Strategic Orientation
And Firm Performance In An
Artistic Environment, Journal of
Marketing, Chicago: Jan 2003. Vol.
64, Iss. 1; pg. 67, 17 pgs
Copyright (c) 2017 Manis: Jurnal Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a 