PENGARUH ORIENTASI PASAR TERHADAP PROFITABILITAS YANG DIMODERASI OLEH INOVASI PRODUK PADA UMKM

WIDHY TRI, ASTUTI (2012) PENGARUH ORIENTASI PASAR TERHADAP PROFITABILITAS YANG DIMODERASI OLEH INOVASI PRODUK PADA UMKM. Proceeding Business Conference "Bisnis dan Isu-isu Global" 6-12-2012, - (-). 23,1-23.21. ISSN -

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                                              Abstract

                                              The purpose the study is analyzing the effect of market orientation on profitability moderated by product innovation in Small to medium sized enterprises. This study is a kind of causal research that analyze the effect of independent variable on dependent variabel and there is a variavel that moderate the effect of independent variable on dependent variabel. Data collected with a questioner by survey method for cassava chips industry in Bedoyo, Gunungkidul. The finding of the study supports the hypothesis, that market orientation (consumer information, market strategy formulation, market product development, consumer respon, and market pricing) effect the provitability (hipothesis 1) and market orientation (consumer information, market strategy formulation, market product development, consumer respon, and market pricing) effect the provitability moderated by product inovation. Keywords: market orientation, provitability, product inovation

                                              Item Type: Article
                                              Subjects: 300 Ilmu Sosial
                                              Divisions: Fakultas Ekonomi > Manajemen
                                              Depositing User: Eny Suparny
                                              Date Deposited: 17 Jan 2013 14:01
                                              Last Modified: 17 Jan 2013 14:16
                                              URI: http://repository.upnyk.ac.id/id/eprint/5088

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