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dc.contributor.authorSulistiyani
dc.date.accessioned2013-11-13T23:09:01Z
dc.date.available2013-11-13T23:09:01Z
dc.date.issued2013-03-23
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dc.identifier.isbn978‐979‐636‐147‐2
dc.identifier.urihttp://hdl.handle.net/11617/3840
dc.description.abstractPenelitian terdahulu menyatakan bahwa kreativitas program pemasaran adalah suatu usaha pemecahan masalah bisnis yang dihadapi dalam memasarkan produk , sedang orientasi pasar adalah suatu kegiatan yang menekankan pada orientasi pelanggan, orientasi pesaing dan koordinasi antar fungsi, sedangkan kinerja sistem yang berhubungan dengan aktivitas hasil. Penelitian ini dilakukan dengan tujuan untuk menganalisis kreativitas program pemasaran dan orientasi pasar serta kinerja usaha kecil dan menengah di kota Semarang. Responden dalam penelitian ini adalah pengusaha usaha kecil dan menengah yang berkedudukan di kota Semarang. Metode analisis yang digunakanadalah confirmatory factor analysis full model (SEM). Dalam SEM hasil komputasi untuk test signifikansi model dilakukan untuk mengukur Adjusted Goodness of index (AGFI), Goodness of index (GFI), The Comparative fit indek (CFI), Tucker Lewis Index (TLI), Root Mean Square Error of Approximation (RMSEA) and Critical Ratio (CR). Hasil penelitian menunjukkan bahwa kreativitas program pemasaran akan berpengaruh positif pada kinerja usaha kecil dan menengah di kota Semarang, demikian juga orientasi pasar berpengaruh positip terhadap kinerja usaha kecil dan menengah di kota Semarangen_US
dc.publisherUniversitas Muhammadiyah Surakartaen_US
dc.subjectKreativitas program pemasaranen_US
dc.subjectOrientasi pasaren_US
dc.subjectOrientasi pasaren_US
dc.subjectkinerjaen_US
dc.titlePengaruh Orientasi Pasar dan Kreativitas Program Pemasaran Serta Pengaruhnya Terhadap Kinerja Usaha Kecil dan Menengah di Kota Semarang Sulistiyanien_US
dc.typeArticleen_US


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