Peningkatan Kinerja Pemasaran melalui Orientasi Pelanggan dan Sustainability Orientation, dengan Marketing Innovation sebagai Intervening (Studi Kasus pada UMKM Sentra Batik Kota Pekalongan)

Arifuz Zaman  -  Universitas Islam Sultan Agung, Indonesia
Farikha Amilahaq*    -  Universitas Islam Sultan Agung, Indonesia

(*) Corresponding Author
DOI: 10.30659/ekobis.26.2.144-160

Abstrak

Tujuan penelitian ini adalah untuk menguji model pengaruh orientasi pelanggan dan Sustainability orientation terhadap kinerja pemasaran melalui inovasi pemasaran. Penelitian ini mengambil sampel pelaku UMKM yang berada di Kota Pekalongan, Jawa Tengah sebanyak 100 UMKM. Metode pengumpulan data menggunakan kuesioner terbuka dan tertutup dengan skala likert 1-5 dengan teknik yang digunakan adalah Conveinence sampling. Menggunakan alat analisis aplikasi software SmartPLS 3.0 sebagai sumber pengolahannya. Berdasarkan hasil penelitian yang ada, orientasi pelanggan berpengaruh positif dan signifkan terhadap kinerja pemasaran, sustainability orientation berpengaruh positif dan signifikan terhadap kinerja pemasaran, marketing innovation berpengaruh positif terhadap kinerja pemasaran, orientasi pelanggan berpengaruh positif terhadap marketing innovation, dan sustainability orientation berpengaruh positif terhadap marketing ,.

 

Abstract

The aim of this research is to test the model of the influence of customer orientation and sustainability orientation on marketing performance through marketing innovation. This research took a sample of 100 UMKM actors in Pekalongan City, Central Java. The data collection method uses open and closed questionnaires with a Likert scale of 1-5 with the technique used is Conveinence sampling. Using the SmartPLS 3.0 software application analysis tool as the processing source. Based on existing research results, customer orientation has a positive and significant effect on marketing performance, sustainability orientation has a positive and significant effect on marketing performance, marketing innovation has a positive effect on marketing performance, customer orientation has a positive effect on marketing orientation, sustainability orientation has a positive effect on marketing innovation.


 

Keywords: Customer Orientation; Sustainability Orientation; Marketing Innovation; Marketing Performance

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DOI : 10.30659/ekobis

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