Penguatan Kinerja Pemasaran Melalui Pengembangan Inovasi Dan Kreativitas Program Kerja Pada Wirausaha Muda Di Semarang

Abstract

Marketing performance is related to the results achieved by the company. A review of previous studies conducted leads that marketing performance can be achieved by building the capabilities of business networks created through innovation and creativity of marketing programs. These findings are then directing this research in providing empirical evidence related to the influence of innovation variables, marketing program creativity, business network capabilities and marketing performance. The data required in this study was obtained through interviews using a questionnaire on a scale of 1-7. The data obtained were analyzed by using Multiple Regression Test. The results of multiple regression testing indicate that the innovation and creativity of marketing programs proved to have a significant positive impact on business network capabilities as well as innovation, creativity of marketing programs and business network capabilities proved to improve marketing performance.Keywords: innovation, creative marketing programs, business networking capabilities, performance marketing PENDAHULUAN Kinerja pemasaran berkaitan dengan hasil yang dicapai oleh perusahaan sebagai dampak dari strategi perusahaan. Kinerja pemasaran dapat dicapai salah satunya melalui kapabilitas jejaring usaha. Jejaring usaha sendiri merupakan sebuah bentuk kemitraan antara invidu, kelompok atau organisasi dalam mencapai tujuan tertentu. Penelitian yang telah dilakukan oleh Lukiastuti (2012) mengungkapkan bahwa kinerja usaha wirausaha dapat dipengaruhi oleh faktor kapabilitas jejaring dalam mengelola usaha. Sebuah jejaring (network), yang diimplikasikan sebagai tindakan dalam melakukan kontak dengan orang lain maupun organisasi, dapat juga dikelompokkan sebagai sumber daya manusia (Dollinger 1999)

P Personal Creativity Effect on Business Performance With Entrepreneurial Orientation as Intervening Variables in Embroidery Industry Enterprises in Aceh

“…The results of the study show that the variables of personal creativity do not have a direct influence on business performance. The results of this study do not support the results of research conducted by Sijabat (2017), Palilingan (2014), and Utama and Nadi (2017) that creativity directly influences performance. But the results of this study support the research conducted by Khedhaouria et.al (2014) which states that corporate creativity and performance are fully mediated by entrepreneurial orientation.…”

The Effect Of Product Quality, Price, And Innovation On Marketing Performance Moderated Consumer Purchasing Power In UMKM Of Boba Drinks In Deli Serdang

“…Marketing performance can achieve of them through the capacity of business networks. Business networking itself is a form of partnership between individuals, groups, or organizations in achieving certain goals (Sijabat, 2017). According to (Hatta, 2015) stated the factors that improve marketing performance consists of growth in market share, profit, sales volume, and customer satisfaction.…”

Analisis Faktor Penunjang Pengembangan Usaha Industri Susu Karamel Cisondari Kabupaten Bandung

“…Inovasi juga berkaitan dengan kemampuan untuk menerapkan kreativitas dalam rangka memecahkan persoalan dan peluang untuk meningkatkan dan memperkaya kehidupan. Inovasi merupakan salah satu dari tiga dimensi dalam orientasi wirausaha (entrepreneurial orientation) (Sijabat, 2017).…”