Open AccessPENGARUH ORIENTATION MARKET DAN PRODUCT INNOVATION TERHADAP PERFORMANCE MARKETING PADA PERUSAHAAN PT. NOVAPHARIN GRESIK
Author(s) -
Shinta Dewi
Publication year - 2019
Publication title -
jmm 17 : jurnal ilmu ekonomi dan manajemen
Language(s) - English
Resource type - Journals
ISSN - 2355-7435
DOI - 10.30996/jmm17.v6i01.2444
Subject(s) - nonprobability sampling , market orientation , product (mathematics) , variables , marketing , reliability (semiconductor) , business , regression analysis , validity , product innovation , business administration , statistics , mathematics , population , power (physics) , physics , demography , geometry , quantum mechanics , sociology , psychometrics
This aims of this study is to determine the effect of orientation marketing andproduct innovation on performance marketing in PT. Novapharin Gresik. This type ofresearch is survey research and this study uses a quantitative approach. Sampling is doneby using a purposive sampling method that is with certain considerations so that thenumber of samples obtained is 100 people. Data was collected using a questionnaire thathad been tested for validity and reliability and carried out classical assumption tests. Thedata analysis technique used is multiple linear regression. This analysis model is used todetermine the effect of independent variables on the dependent variable. Empirically Theresults of the study show that there is a simultaneous influence of the OrientationMarketing and Product Innovation variables on Performance Marketing and partiallyinfluence, that Orientation Marketing has a positive and significant effect on PerformanceMarketing and Product Innovation has a positive and significant effect on PerformanceMarketing.Keywords: Orientation Marketing, Product Innovation, and Marketing Performance