PENGARUH PENCIPTAAN KREASI NILAI TERHADAP DAYA SAING DAN DAMPAKNYA TERHADAP KINERJA PEMASARAN

Batu, Reminta Lumban (2016) PENGARUH PENCIPTAAN KREASI NILAI TERHADAP DAYA SAING DAN DAMPAKNYA TERHADAP KINERJA PEMASARAN. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

Keberlangsungan UMKM sangat penting karena mendukung pertumbuhan bisnis dan mampu memberikan kontribusi bagi pertumbuhan perekonomian. UMKM yang mampu menunjukkan peningkatan kinerja pemasaran berarti memiliki kemampuan daya saing. Kreasi nilai merupakan strategi tepat yang diterapkan di UMKM Kabupaten Purwakarta untuk dapat meningkatkan kinerja pemasaran yang sebelumnya melalui daya saing. Semakin UMKM memiliki kreasi nilai dalam kegiatan operasionalnya maka semakin tinggi pula daya saing yang dimiliki sehingga mampu semakin memberikan dampak bagi kinerja pemasaran UMKM.
Tujuan : Menganalisis data dan informasi kreasi nilai, daya saing, dan kinerja pemasaran UMKM Kabupaten Purwakarta.
Metodologi : Jenis penelitian deskriptif verifikatif ini menggunakan metode explanatory survey dan cross sectional dengan mengumpulkan data primer berupa kuesioner dari 38 UMKM sebagai sampel penelitian. Penelitian ini melakukan verifikasi model penelitian dengan Partial Least Square (PLS).
Temuan : Kreasi nilai memberikan dampak positif pada daya saing yang kemudian mampu memberikan dampak pada kinerja pemasaran. Selain pengaruh tidak langsung, kreasi nilai juga turut memberikan pengaruh langsung bagi kinerja pemasaran.; Sustainability of SMEs is essential for supporting business growth and is able to contribute to the growth of the economy. SMEs were able to demonstrate improved marketing performance that means have competitiveness. An appropriate value creation strategy applied in Purwakarta SMEs to be able to improve marketing performance with the previous through competitiveness. The more SMEs have value creation in its operational activities, the higher competitiveness, so as to increasingly impact the marketing performance of SMEs.

Objective: To analyze the data and information value creation, competitiveness, and marketing performance of SMEs Purwakarta.

Methodology: The study is descriptive verification method and cross sectional explanatory survey by collecting primary data in the form of a questionnaire of 38 SMEs as research samples. This study verifies a research model with Partial Least Square (PLS).

Findings: Value Creation had a positive impact on the competitiveness which is then able to make an impact on the performance of marketing. In addition to the indirect effect, the creation of value also directly affect the performance of marketing.

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Item Type:	Thesis (S2)
Additional Information:	No. Panggil: T MMB BAT p-2016; Pembimbing: I. Eeng Ahman, II. Lili Adi Wibowo
Uncontrolled Keywords:	Kreasi Nilai, Daya Saing, Kinerja Pemasaran, value creation, competitiveness, marketing performance
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Sekolah Pasca Sarjana > Magister Manajemen Bisnis
Depositing User:	Mr mhsinf 2017
Date Deposited:	31 Jul 2017 09:08
Last Modified:	31 Jul 2017 09:08
URI:	http://repository.upi.edu/id/eprint/24370

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