Upaya Meningkatkan Keberhasilan Usaha Industri melalui Implementasi Konsep Pemasaran

Siti Noor Hidayati(1*),

(1) Universitas Proklamasi 45 Yogyakarta
(*) Corresponding Author

Abstract


These days corporate world faces tight competition, so that marketing function in company become of vital importance. One of the strategies to interrogate that by using marketing concept. Implementation of marketing concept that is market orientation, consist of customer orientation, competitor orientation and inter function coordination, and also competitive advantage will improve efficacy of industrial effort. Research on 50 respondent of batik industry in Yogyakarta showed that customer orientation, competitor orientation, inter function coordination and competitive advantage proven improve efficacy of industrial effort by significant, both all variable (F-test) and also partially (t-test). Result of multiple correlation very strong (R = 0.92), most dominant variable is customer orientation (highest r2).

Keywords


batik industry; market orientation

Full Text:

PDF

References


Atmaja, Lukas Setya. 2009. Statistik Untuk Bisnis dan Ekonomi. Yogyakarta: Penerbit Andi.

Dinas Pariwisata Seni dan Budaya. 2007. Seni dan Kerajinan, Kerajinan Batik. Yogyakarta: Dinas Pariwisata Seni dan Budaya.

Hitt, Michael dan Duane E. Hoskisson. 2001. Manajemen Strategi Menyongsong Era Persaingan dan Globalisasi. Jakarta: Penerbit Erlangga.

Kotler, Phillips dan Gary Armstrong. 2008. Prinsip-prinsip Pemasaran, Jilid 1 dan 2. Jakarta: Erlangga.

Kotler, Phillips. 2009. Manajemen Pemasaran, Jilid I dan 2. Jakarta: Erlangga.

Narver, John C. and Stanley F. Slater. 1990. The Effect of A Market Orientation on Business Prifitability, dalam Journal of Marketing, No. 20, Oct. 1990, pp. 20-35.

Porter, Michael E. 2008. Keunggulan Bersaing, Menciptakan dan Mempertahankan Kinerja Unggul. Jakarta: Erlangga.

Shrivasta, P. 1985. Integrating Strategy Formulation With Organization Culture. Journal of Business Strategy, May 1995, pp. 103-111.

Sugiyono. 2004. Metode Penelitian Bisnis. Bandung: Penerbit Alfabeta.

Tjiptono, Fandy. 2005. Pemasaran Jasa, Edisi 1. Malang: Bayu Media.

Wahyono. 2002. Orientasi Pasar dan Inovasi: Pengaruhnya Terhadap Kinerja. Jurnal Sains Pemasaran Indonesia, Vol. 1.

Webster, Jr. E. Frederick. 1988. Rediscovering The Marketing Concept. Business Horizons, 31 (May-Juni), pp. 29-39.




DOI: https://doi.org/10.30588/jmp.v1i1.68

Article Metrics

Abstract view : 408 times
PDF - 2 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2011 Siti Noor Hidayati

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at http://ejournal.up45.ac.id/index.php/maksipreneur.

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship has been indexed/archived by:

DOAJGoogle Scholar Crossref Sinta EBSCO Essentials Garuda IOS Microsoft Academic ROAD Dimensions WorldCat ResearchBib Scilit logo OpenAIRE CORE Semantic Scholar EuroPub Publons

Journal of Maksipreneur: Management, Cooperative, and Entrepreneurship (JMP)

Organized by Management Department, Universitas Proklamasi 45, Yogyakarta, Indonesia

Published by Universitas Proklamasi 45, Yogyakarta, Indonesia

Email: maksipreneurjurnal@gmail.com | jurnal.maksipreneur@up45.ac.id

ISSN (electronic): 2527-6638  ISSN (printed): 2089-550X