Dampak Orientasi Pasar, Orientasi Kewirausahaan dan Kapabilitas Pemasaran untuk Meningkatkan Kinerja Pemasaran pada Pengusaha Kecil di Kota Pontianak (Studi Kasus Pedagang Ayam Geprek di Kota Pontianak)

Pasifikus Maisirata

Abstract


This study focuses on the purpose of knowing the impact of market orientation, entrepreneurship orientation and marketing capabilities to improve marketing performance in small business enterprises, especially geprek chicken traders in Pontianak City. The research method used in this research is quantitative method. The data collection technique in this study used a questionnaire and the number of samples taken by the author was 100 respondents spread across the city of Pontianak. Sampling method using purposive sampling technique. The data analysis method used by the author in this study is quantitative data analysis and uses SPSS version 22 program assistance. From the results of research with this case study, it can be seen that the market orientation variable and marketing capability has no significant effect while entrepreneurship orientation has a significant effect which was tested using correlation test, multiple linear regression test, F test, and t test on marketing performance.

 

Keywords:     Market Orientation, Entrepreneurship Orientation, Marketing Capability and Marketing Performance


Full Text:

p154-163

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Lembaga Penelitian dan Pengabdian pada Masyarakat (LPPM) Universitas Widya Dharma Pontianak