ANALISIS PENGARUH ORIENTASI PASAR, ORIENTASI KEWIRAUSAHAAN, DAN DAYA SAING TERHADAP KINERJA PEMASARAN INDUSTRI KNALPOT (Studi Pada Home Industri Knalpot di Kabupaten Purbalingga)

Abstract

This research aims to determine the effect of market orientation and entrepreneurial orientation on the competitiveness and its impact on marketing performance exhaust industry in Purbalingga . The population in this research are all producers in Purbalingga . The sample in this study was 60 respondents who produces exhaust taken by accidental sampling . Data collection is done by using a questionnaire . The analysis used is multiple linear regression analysis , where X1 refers to the market orientation variable , X2 refer to the entrepreneurial orientation variables , Y1 refers to the competitiveness variables , and Y2 refers to marketing performance variables . Based on the results of the study concluded that market orientation and entrepreneurial orientation positive and significant impact on the competitiveness and performance of marketing . Market orientation and entrepreneurial orientation better , will enhance the competitiveness and performance of marketing . Competitiveness is positive and significant effect on the performance of marketing . Higher competitiveness owned producers exhaust will improve marketing performance