The role of mediation of product innovation in improving enterprises orientation of marketing performance of tofu industry
| Autor: | Hendri Soekotjo, Krido Eko Cahyono, Novianto Eko Nugroho, Rismawati, I Gede Putu Kawiana |
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| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Management Science Letters, Vol 11, Iss 2, Pp 473-480 (2020) |
| Druh dokumentu: | article |
| ISSN: | 1923-9335 1923-9343 |
| DOI: | 10.5267/j.msl.2020.9.020 |
| Popis: | This study aims to analyze the influence of entrepreneurial orientation on marketing performance mediated by product innovation for making tofu and milk in Jombang district. Data were randomly obtained from 70 respondents from small businesses using research instru-ments in the form of questionnaires and technically analyzed using Partial Least Square (PLS). The results showed that entrepreneurial orientation positively and significantly influenced product innovation and marketing performance in making tofu milk in Jombang, East Java, Indonesia. Furthermore, this encourages small businesses to always develop variants products, minimize risks, expand the marketing area, increase performance, and compete in the food industry's production. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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