The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance
Abstract
Puji Isyanto, Obsatar Sinaga.
This study discussed the effect of market orientation and learning orientation on innovation and its impact on marketing performance. The study was conducted in a population of Small and Micro Enterprises (SMEs) in the doll craftsmen at Kotabaru-Karawang district for a total of as much as 96 SMEs. The sample-set as many as 90 SMEs using a purposive sampling technique, which has been operating craftsmen for 3 years. The method of research used verification. While the questionnaire used a Likert scale (ordinal) was transformed into an interval scale by using the Software Method of Successive Interval (MSI) and the process using the program Statistical Package for Social Science. The results of path analysis proved that all variables are linearly related, so the model feasible path analysis for each independent variable can be used as predictors of the dependent variable. Test results prove the hypothesis, either partially or simultaneously all correlation indicates the level of significance, except for the partial effect is not significant, since the coefficient of only with a significance. This occurs as a result of the inclusion of intervening variables into the model.
| How to Cite this Article |
| Pubmed Style Puji Isyanto, Obsatar Sinaga. The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance . SRP. 2020; 11(1): 612-617. doi:10.5530/srp.2020.1.77 Web Style Puji Isyanto, Obsatar Sinaga. The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance . http://www.sysrevpharm.org/?mno=86325 [Access: March 29, 2021]. doi:10.5530/srp.2020.1.77 AMA (American Medical Association) Style Puji Isyanto, Obsatar Sinaga. The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance . SRP. 2020; 11(1): 612-617. doi:10.5530/srp.2020.1.77 Vancouver/ICMJE Style Puji Isyanto, Obsatar Sinaga. The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance . SRP. (2020), [cited March 29, 2021]; 11(1): 612-617. doi:10.5530/srp.2020.1.77 Harvard Style Puji Isyanto, Obsatar Sinaga (2020) The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance . SRP, 11 (1), 612-617. doi:10.5530/srp.2020.1.77 Turabian Style Puji Isyanto, Obsatar Sinaga. 2020. The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance . Systematic Reviews in Pharmacy, 11 (1), 612-617. doi:10.5530/srp.2020.1.77 Chicago Style Puji Isyanto, Obsatar Sinaga. "The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance ." Systematic Reviews in Pharmacy 11 (2020), 612-617. doi:10.5530/srp.2020.1.77 MLA (The Modern Language Association) Style Puji Isyanto, Obsatar Sinaga. "The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance ." Systematic Reviews in Pharmacy 11.1 (2020), 612-617. Print. doi:10.5530/srp.2020.1.77 APA (American Psychological Association) Style Puji Isyanto, Obsatar Sinaga (2020) The Role of Innovation in Mediating Effect Market Orientation and Learning Orientation on Marketing Performance . Systematic Reviews in Pharmacy, 11 (1), 612-617. doi:10.5530/srp.2020.1.77 |
Abstract
PDF
How to cite this article
Related Records