PENGARUH ORIENTASI PASAR DAN KUALITAS PRODUK TERHADAP KINERJA PEMASARAN HOME INDUSTRY KERUDUNG KABUPATEN GRESIK
Abstract
Home Industry is one of the small businesses that can support the national economy. Market orientation and produk quality has very important role for every enterpreneur in running his business.This study aims to determine the effect of market orientation variables and product quality on the marketing performance of the home industry in gresik regency, especially in Banyuwangi Manyar Village. This research is included in quantitative research. The sample of this study amounted to 30 home industry enterpreneus. In this study, researchers used multiple anlysis techniques which were processed using SPSS 25 software. The result showed that market orientation partially had a positive and significant influence on marketing performance. While product quality partially has a psoitive and significant effect on marketing performance and the market orietation and product qaulity variables have an effect, simultaneously to marketing performance.
Keyword : Market Orientation, Product Quality, Marketing Performance, Home Industry
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