PENGARUH ENTREPRENEURIAL MARKETING DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN DI RUMAH MAKAN BAROKAH 99 DI DESA GAMSUNGI KEC. TOBELO KAB. HALMAHERA UTARA

Khoirul Fajar Shodiq

Authors

Khoirul Fajar Shodiq Universitas 17 Agustus 1945 Surabaya

Keywords:

Marketing, Inovasi, Product

Abstract

Kraus, et.al (2010) Entrepreneurial marketing is an organizational function and a set of processes for creating,communicating and delivering value to customers and for stakeholders,and it has the characteristics of innovativeness,risk-taking,proactiveness,and may be carried out without controlled resources. According to Kotler (2016) product innovation is a combination of various processes that influence each other. From the above thought, with the product innovations carried out by the company,it is hoped that it can improve buying decisions.The influence between entrepreneurial marketing and product innovation on marketing performance results in that entrepreneurial marketing and product innovation partially have a significant and positive effect on marketing performance at Barokah 99 restaurants. In entrepreneurial marketing, the strongest is the Innovativeness indicator with the statement “Barokah 99 Restaurant in Gamsungi Village, Tobelo District, North Halmahera Regency always creates new food menus" while the strongest product innovation is the New-to-the-world products indicator which states "99 Barokah Restaurant in Gamsungi Village, Tobelo District. North Halmahera Regency has new products that are different from competitors' restaurants (eg shark food menu)”. Through the T test, and simultaneously through the F test. The degree of correlation between entrepreneurial marketing and product innovation variables with a large correlation is 43.3% and the rest is influenced by other variables outside of this study.

Author Biography

Khoirul Fajar Shodiq, Universitas 17 Agustus 1945 Surabaya

Civitas Akademika di Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas 17 Agustus 1945 Surabaya

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