PENGARUH ORIENTASI KEWIRAUSAHAAN, INOVASI PRODUK, DAN KEUNGGULAN BERSAING TERHADAP KINERJA PEMASARAN PADA USAHA RUMAH MAKAN YANG TERDAFTAR DI DINAS PARIWISATA KOTA ENDE

Authors

  • Ewaldina Widianti Lawi Universitas Flores
  • Lambertus Langga Universitas Flores
  • Maria Helena C Dua Mea Universitas Flores

Abstract

This study aims to determine the effect of entrepreneurial orientation, product innovation and competitive advantage on marketing performance. Types of quantitative research. Sampling used simple random sampling, namely all restaurants in the city of Ende as many as 32 respondents. The data analysis technique is multiple linear regression analysis. The results of the t-test show that entrepreneurial orientation and product innovation have a positive and significant effect on marketing performance, while competitive advantage has no positive and significant effect on marketing performance. The results of the F test show that it simultaneously has a positive and significant effect on marketing performance. The results of the coordination test of determination showed that 65.4% was influenced by other factors.

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Keywords:

Entrepreneurial Orientation, Product Innovation, Competitive Advantage, Marketing Performance

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Published

2024-05-03