Open AccessPERAN INOVASI MEMEDIASI ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARAN BARBERSHOP DI KOTA DENPASAR
Author(s) -
Made Surya Putra,
Putu Yudi Setiawan
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i11.p21
Subject(s) - entrepreneurship , marketing , business , psychology , business administration , orientation (vector space) , mathematics , finance , geometry
This study aims to determine the effect of entrepreneurship orientation on marketing performance mediated by innovation. The subjects in this study were the owners or managers of Barbershop in Denpasar City, with a sample of 30 respondents. The analysis technique used uses partial least square (PLS) analysis. The results of the study indicate that the entrepreneurship orientation variable has a positive and significant effect on innovation and marketing performance. Innovation variables also have a positive and significant effect on marketing performance. The innovation variable is also proven to be able to mediate entrepreneurship orientation towards the performance of Barbershop marketing in Denpasar City. The implications of this study can provide important information for entrepreneurs who have a barbershop in Denpasar City to be able to improve marketing performance which is expected to increase profits for the future.
Keywords: entrepreneurship orientation, innovation, marketing performance