PENGARUH ORIENTATION MARKET DAN PRODUCT INNOVATION TERHADAP PERFORMANCE MARKETING PADA PERUSAHAAN PT. NOVAPHARIN GRESIK

  • Shinta Dewi
DOI: https://doi.org/10.30996/jmm17.v6i01.2444

Abstract

This aims of this study is to determine the effect of orientation marketing and
product innovation on performance marketing in PT. Novapharin Gresik. This type of
research is survey research and this study uses a quantitative approach. Sampling is done
by using a purposive sampling method that is with certain considerations so that the
number of samples obtained is 100 people. Data was collected using a questionnaire that
had been tested for validity and reliability and carried out classical assumption tests. The
data analysis technique used is multiple linear regression. This analysis model is used to
determine the effect of independent variables on the dependent variable. Empirically The
results of the study show that there is a simultaneous influence of the Orientation
Marketing and Product Innovation variables on Performance Marketing and partially
influence, that Orientation Marketing has a positive and significant effect on Performance
Marketing and Product Innovation has a positive and significant effect on Performance
Marketing.
Keywords: Orientation Marketing, Product Innovation, and Marketing Performance

Downloads

Download data is not yet available.

References

Akimova, Irina, ( 1999) Atuahene-Gima

(1995),“Development of Market

o rientation and Competitiveness of

Ukrainian Firmâ€,European Journal of

Marketing, p.1128-1146.

Ali Hasan, (2012), Marketing, Penerbit

Erlangga, Jakarta

Amabile, Teresa, M dkk., “Assesing

JMM17 Jurnal Ilmu Ekonomi dan Manajemen

April 2019 , Vol. 06 No. 01, hal. 01-15

ISSN; 2355-7435

The Work Environment for

Creativityâ€, Academy of Management

Journal, p. 1154-1184.

Agarwal, (2015) Bagozzi & Kimmel, 1995

& Michaela Zint, 2015, Comparing

strategic company, Journal Of Research

in Science Marketing , Vol. 39, No.9

PP. 819-844 (2002)

Baker, William E., dan James M. Sinkula,

(2015). “The Synergistic Effect of

Market Oriented and Learning

Organization on Organization

Perfomanceâ€. Journal of The Academy

Marketing Science. p. 411-427.

Bharadwaj, Sundar G, P.R. Varadarajan,

dan Jihn Fahy, 1993, Sustainable

Competitive Advantage in Service

Industries: A Conceptual Model and

Research Propositions, Journal of

Marketing, Vol.57, Oktober, p. 83-99

Calantone, Roger J, Benedetto, C. Anthony

dan Bhoovaraghavan, Sriraman, 1994.

“Examining the Relationship between

Degree of Innovation and New

Product Succesâ€, Journal of Business

Research, p. 143 – 148.

Clark, 2011; dan Gao, (2012),

Individual Marething and the large

corporation. Inc.

K.H.Vesper (Ed.), Frontiers of

Marketing Research (pp. 443– 450).

Wellesley, MA: Babson College.

Cooper , Robert G., 2000. “Product

Inovation and Technology Strategyâ€,

Journal Research Technology

Management, p. 38 -41.

Craven, David W, 1996. “Pemasaran

Strategisâ€, Jilid 1, Suatu

Terjemahan, Erlangga, Jakarta.

Day, G. S., & Wensley, R. (2012).

“Assesing Advantage : A Framework

for Diagnosing Competitive

Superiorityâ€, Journal of Marketing, p.

-20.

Despande, R., Farley, J. U., &

Frederick E. Webster, J. (2012),

“Coorporete Culture , Customer

Orientation , and Innovativeness in

Japanesse Firmâ€, Journal of Marketing,

p. 23-27.

Ellis Bareta (2015) Market Orientation: A

Meta-Analytic Review and Assesment

of Its Antecedents and Impact on

PerformancePermission based Mobile

Marketing. Journal market, Vo. 18.

(3), 242-259.

Ferdinand, Augusty., (2 0 1 2 ) a.

“Manajemen Pemasaran : Sebuah

Pendekatan

Strategyâ€. Research Paper

Serie. No. 01 Program Magister

Manajemen

Universitas Diponegoro.

Gatignon, Hubert dan Jean – marc

Xuereb, 1997, “Strategic Orientation

of The Firm and New Product

Performanceâ€, Journal of Marketing

Research. 77 – 79

Hair , Joseph F. JR., Rolph E.

Anderson, Ronald L. Tatham,

William C. Black, 1995. “Multivariate

Data Analysis With Readingsâ€, 4

th

Edition, Prentic

Han, Jin K, Narnwoon Kim,and

Rajenbdra K Srivastava, ( 1998), “

Market Orientation an Organization

Performance: Is Innovation Missing

Link?†Journal of Marketing . p. 42 –

Hunt, J. B., and Wallace, J. 1997. “ A

Competence – based approach to

Assesing Managerial Performance in

Australian Contextâ€, Asian Pacific

Journal of human Resources,p. 52 –

Han., Jin K. Srivastara., 1998,

“Contomer-led and Market Oriented

Let’s Not Confuse The Twoâ€,

Strategy Management Journal. pp.

-1008.

Jain dan Bhatia (2012), Customer Service,

Entrepreneurial Orientation, and

Performance: A Study in Helath Care

Organizations in Hongkong, Italy, New

Zealand, the United Kingdom, and the

USA. Journal of Applied Management

and Entrepreneurhips, Vol. 11 No. 4,

, pp. 33-48

Jaworski,B.J., & Kohli, A. K. 1993.

“Market Orientation : Antecedents

and Consequencesâ€, Journal of

Marketing, p. 53-70

JMM17 Jurnal Ilmu Ekonomi dan Manajemen

April 2019 , Vol. 06 No. 01, hal. 01-15

ISSN; 2355-7435

Kara, (2015), Management Startegic pada

bidang industri manufacturing , Prth

press, Jakarta

Li, Tiger dan Calantone , Roger J,

“The Impact of Market

Knowledge Competence on New

Product Advanrage: Conceptualization

and empirical Examinationâ€,

Journal of Marketing, p. 13 – 29

Lukas, Bryan A., and O.C. Ferrel., 2000.

“The Effect of Market Orientation

onProduct Inovationâ€. Journal of The

Academy Marketing Science. No. 2

Vol. 28 p. 239-247

Narver, J. C., & Slater , S. F. (1990). “The

Effect of Market Orientation on

Business Profitabilityâ€, Journal of

Marketing. Pp.20 – 35.

Narver, J. C., & Slater , S. F. (1995).

“Market Orientation and The

Learning Organization â€, Journal

of Marketing. p.63 – 74.

Manado & Michel, Darroch (2015)

Customer Service, Orientation market,

and Performance: A Study in Helath

Care Organizations in Hongkong, Italy,

New Zealand, the UniSmall and

Medium-Sized Firms: The Role of

Work Status, Organizational Climate,

and Entrepreneurial Orientation.

Journal of Small Business

Management, Vol 45 Nol 4, 2007, pp.

-490.

Pelhan, Alfred M., (2 0 1 3 ) . “Mediating

Influensure on The Relationship,

Between Market Orientation anf

Profability in Small Industry Firmâ€.

Journal of Marketing Teory and

Practice, Sumer, 55-76.

Porter, Michael, E., 1990, “Competitif

Strategyâ€, The FreePress, New York.

P. 20. Robert, F.

Hurley and G. Thomas, M. Hult.,

Innovation, Market

Orientation,

and Organization Learning : An

Integration and Empirical

Examination†Journal of Marketing.

Vol. 62 Juli 1998. Pp. 42-54.

Sandy d, Jap. 1999., “Pie-Expansion

Efforts : Collaboration Processes in

Buyer Supplier Relationshipâ€. Journal

of Marketing Research Vol.

XXXVI November 1999, pp 461475.

Siti malakorn dan Hartn michel, (2015)

Strategic Marketing the company

manufacturing of China, Jounal

Marketing Research, Vol. 1 Feb, 2015

Slater, S. F. and Narver, J. C., 1995,

“Market Orientation and The

Learning Organizationâ€. Journal of

Marketing. Vol. 59 p.63-74.

Tersine dan Harvey, ( 2011) Individual

entrepreneurship and the large

corporation.

K. H.Vesper (Ed.), Frontiers of Marketing

Research (pp. 443 : 450).Wellesley,

MA: Babson College.

Wahyono, 2012, Orientasi Pasar dan

Inovasi: Pengaruhnya Terhadap

Kinerja Pemasaran, Jurnal Sains

Pemasaran Indonesia, Vol.1, No.1,

Mei

William E, Baker, James M, Sinkula,

, “Learning Orientation, Market

Orientation and Innovation :

Integrating and Extanding Models of

Organization Perfomanceâ€. Jounal of

Marketing Focused Management,4,

-308

William E, Baker, James M, Singkula,

Market Orientation, Learning

Orientation and Product Innovation :

Delving into The Organization’s

Black Box. Jounal of Marketing

Focused Management, pp. 5-23.

Published
2019-04-16
How to Cite
Dewi, S. (2019). PENGARUH ORIENTATION MARKET DAN PRODUCT INNOVATION TERHADAP PERFORMANCE MARKETING PADA PERUSAHAAN PT. NOVAPHARIN GRESIK. JMM17 : Jurnal Ilmu Ekonomi Dan Manajemen, 6(01). https://doi.org/10.30996/jmm17.v6i01.2444
Issue
Vol 6 No 01 (2019)
Section
Articles

Authors who publish to JMM17: Jurnal Ilmu Ekonomi Dan Manajemen agree to the following terms:

    1. Authors transfer the copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)