PENGARUH ORIENTASI KEWIRAUSAHAAN DAN PASAR, SERTA KOMPETENSI PENGETAHUAN PEMASARAN PADA PENINGKATAN KINERJA PEMASARAN DENGAN KAPABILITAS PEMASARAN SEBAGAI INTERVENING (Studi Pada Konveksi Batik/Garment Kota Pekalongan)

Abstract

This research is based on the disadvantages of previous research (reserch gab) and research problems (reserch problems) related to the intense competition in the batik / garment convection business in Pekalongan City, which sells Pekalongan batik, thus encouraging companies to improve their performance on marketing performance. This study aims to see how the influence of entrepreneurial orientation, market orientation, marketing knowledge competencies, and marketing capabilities as intervening variables on marketing performance. Sampling conducted in this study uses a purposive sampling method in batik / garment convection business in Pekalongan City. The number of samples is 112 which have been running for a minimum of 3 years. Respondents in this study are business owners, managers, or people trusted by business owners. The data collection method used in this study was in the form of filling out questionnaires by respondents. The analysis technique used in this research is the Structural Equation Model (SEM) which is operated by the Amos program. Overall, the results of the study show that entrepreneurial orientation, market orientation, marketing knowledge competence have a positive and significant influence on marketing capabilities. Entrepreneurial orientation, marketing knowledge competencies, and marketing capabilities have a positive and significant influence on marketing performance.