STRATEGI BERBASIS NILAI UNTUK MENINGKATKAN KINERJA PEMASARAN

Muinah Fadhilah

Abstract


Tujuan penelitian ini untuk mengembangkan strategi berbasis nilai dalam memediasi hubungan  antara variabel orientasi pasar dengan kinerja pemasaran pada usaha kecil dan menengah (UKM) di Jawa Tengah. 

Data dikumpulkan dari pengusaha UKM yang sudah menjalankan bisnisnya minimal selama 2 tahun di Jawa Tengah. Distribusi Sampel diberikan kepada 166 responden dengan teknik purposive sampling. Untuk menganalisis model dan pengujian hipotesis peneliti menggunakan Analisis Structural Equation Model(SEM) dengan perangkat lunak AMOS 22.

Temuan dari hasil penelitian berdasarkan hasil pengujian empiris membuktikan bahwa kinerja pemasaran dapat ditingkatkan secara langsung melalui variabel strategi berbasis nilai dan orientasi pasar. Strategi berbasis nilai bermanfaat bagi UKM dalam hal meningkatkan kinerja pemasaran. Temuan lebih lanjut ditunjukkan seperti yang diharapkan, strategi berbasis nilai memediasi hubungan antara orientasi pasar dan kinerja pemasaran.Keterbatasan penelitian ini data dikumpulkan terbatas hanya pada UKM di Jawa Tengah.

Implikasi praktis - UKM harus mempertimbangkan strategi berbasis nilai sebagai alat manajemen yang memfasilitasi untuk meningkatkan kinerja pemasaran selain strategi-strategi yang sudah biasa dilaksanakan. Ketika orientasi pasar diterapkan bersamaan dengan strategi berbasis nilai, kinerja pemasaran yang lebih baik dapat dicapai.

Keywords


UKM; Orientasi Pasar; Strategi Berbasis Nilai; dan Kinerja Pemasaran

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References


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DOI: http://dx.doi.org/10.35448/jte.v12i1.4438

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