Pengaruh Strategi Pemasaran dan Orientasi Wirausaha terhadap Kinerja Pemasaran yang Dimoderasi oleh Lingkungan Persaingan pada Industri Batik Sokaraja, Kabupaten Banyumas

Abstract

This study entitled "The Effect of Marketing Strategy and Orientation Entrepreneurial Performance Against Marketing That Moderated By Environment Competition On Batik Industry Sokaraja, Banyumas." The purpose of this study was to examine the partial influence of marketing strategies, entrepreneurial orientation and the competitive environment as a moderation in marketing performance. Variables in the study is a marketing strategy, entrepreneurial orientation, competitive environment and performance of marketing. The population in this study is the batik industry in Banyumas totaling Sokaraja 56. The sampling technique using saturation sampling, which is to include all members of the population to be sampled because it amounts to less than 100. The method of analysis used to test the hypothesis is multiple linear regression analysis test the hypothesis to one and two and moderation regression model analysis to test the hypothesis to three. , The first hypothesis which states that the marketing strategy has positive influence on the performance of a proven marketing and influence positively. The second hypothesis which states that the positive effect on the entrepreneurial orientation of proven marketing performance and has a positive effect. While the third hypothesis which states that the marketing strategy as moderating the competitive environment has a positive effect not proven.