The Effect of Entrepreneurial Marketing and Product Innovation on Marketing Performance at Barokah 99 Restaurant in Gamsungi Village, Tobelo District, North Halmahera Regency

Shodiq, Khoirul Fajar (2022) The Effect of Entrepreneurial Marketing and Product Innovation on Marketing Performance at Barokah 99 Restaurant in Gamsungi Village, Tobelo District, North Halmahera Regency. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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PENGARUH ENTREPRENEURIAL MARKETING DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN DI RUMAH MAKAN BAROKAH 99 DI DESA GAMSUNGI KEC. TOBELO KAB. HALMAHERA UTARA.pdf

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Abstract

Kraus, et.al (2010) Entrepreneurial marketing is an organizational function and a set of processes for creating,communicating and delivering value to customers and for stakeholders,and it has the characteristics of innovativeness,risktaking,proactiveness,and may be carried out without controlled resources. According to Kotler (2016) product innovation is a combination of various processes that influence each other. From the above thought, with the product innovations carried out by the company,it is hoped that it can improve buying decisions.The influence between entrepreneurial marketing and product innovation on marketing performance results in that entrepreneurial marketing and product innovation partially have a significant and positive effect on marketing performance at Barokah 99 restaurants. In entrepreneurial marketing, the strongest is the Innovativeness indicator with the statement “Barokah 99 Restaurant in Gamsungi Village, Tobelo District, North Halmahera Regency always creates new food menus" while the strongest product innovation is the New-to-the-world products indicator which states "99 Barokah Restaurant in Gamsungi Village, Tobelo District. North Halmahera Regency has new products that are different from competitors' restaurants (eg shark food menu)”. Through the T test, and simultaneously through the F test. The degree of correlation between entrepreneurial marketing and product innovation variables with a large correlation is 43.3% and the rest is influenced by other variables outside of this study. Keywords: Marketing, Innovation, and Product

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing, Inovasi, dan Produk
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1121700087 khoirul fajar shodiq
Date Deposited: 21 Feb 2022 03:42
Last Modified: 22 Apr 2022 08:32
URI: http://repository.untag-sby.ac.id/id/eprint/13737

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