文章基本信息

标题：Keunggulan Produk Iconic Isolating Sarung Samarinda
本地全文：下载
作者：Herning Indriastuti ; Syarifah Hudayah
期刊名称：Jurnal Manajemen Dan Kewirausahaan
印刷版ISSN：2301-9093
电子版ISSN：2540-8259
出版年度：2017
卷号：5
期号：2
页码：43-49
DOI：10.26905/jmdk.v5i2.1740
摘要：This research examines whether marketing innovativeness (MI) enhance marketing performance (MP) and tries to solve the problems of research gap between marketing innovativeness and marketing performance. The sample are SME’s Saroong Samarinda indutries in East Borneo, Indonesia. The total data that can be further analysed are 235 respondents. Data analysing uses Structural Equation Modelling. The result showes that : 1) small companies in these market segments based regiocentric is likely have better marketing performance when they have the iconiq isolating advantages, 2) the marketing innovativeness has significant effect on iconiq isolating advantages, 3) iconiq isolating advantages is a mediator in the correlation of marketing innovativeness and marketing performance.
其他摘要：This research examines whether marketing innovativeness (MI) enhance marketing performance (MP) and tries to solve the problems of research gap between marketing innovativeness and marketing performance. The sample are SME’s Saroong Samarinda indutries in East Borneo, Indonesia. The total data that can be further analysed are 235 respondents. Data analysing uses Structural Equation Modelling. The result showes that : 1) small companies in these market segments based regiocentric is likely have better marketing performance when they have the iconiq isolating advantages, 2) the marketing innovativeness has significant effect on iconiq isolating advantages, 3) iconiq isolating advantages is a mediator in the correlation of marketing innovativeness and marketing performance https://doi.org/10.26905/jmdk.v5i2.1740
关键词：Marketing Innovation; Isolating Iconic Product; Marketing Performance
其他关键词：Marketing Innovation; Isolating Iconic Product; Marketing Performance