Upaya Meningkatkan Keberhasilan Usaha Industri melalui Implementasi Konsep Pemasaran
DOI:
https://doi.org/10.30588/jmp.v1i1.68Keywords:
batik industry, market orientationAbstract
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).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.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with Jurnal Maksipreneur agree to the following terms:
Authors retain copyright and grant the Jurnal Maksipreneur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Maksipreneur.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Maksipreneur. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
