Choerul Hidayatti Munafitri, 7101416176 (2020) PENGARUH ORIENTASI PASAR,INOVASI PRODUK DAN KAPABILITAS PEMASARAN TERHADAP KINERJA PEMASARAN PADA PENGRAJIN INDUSTRI BATU DI DESA SEDAYU KECAMATAN MUNTILAN KABUPATEN MAGELANG. Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

Marketing performance is a concept to measure a company's marketing achievements. With optimal marketing performance, the company will be able to survive in the competition. This study aims to determine the effect of market orientation, product innovation, and marketing capabilities on marketing performance on stone craft craftsmen in Sedayu Village, Muntilan District, Magelang Regency. The population in this study were all stone craft craftsmen in Sedayu Village, Muntilan District, Magelang Regency. The total sample of 90 respondents with saturated samplestechniques. This study uses a quantitative approach with data collection methods using questionnaires. The data analysis method used is descriptive analysis and multiple regression analysis through the SPSS Version 21 program. The results showed that the variables of market orientation, product innovation, and marketing capabilities simultaneously affected marketing performance by 45.6%. While partially market orientation had the greatest influence on marketing performance by 14.30%, product innovation had an effect of 5.10%, and marketing capabilities had an effect on marketing performance by 6.20%. Based on the results of the study it can be concluded that market orientation, product innovation, and marketing capabilities can improve marketing performance in stone craft craftsmen in Sedayu Village, Muntilan District, Magelang District. Suggestions are given for stone craft craftsmen to segment and adjust products, prices, and promotion strategies to suit the target segment. Suggestions for further researchers to review research on marketing performance using other variables.

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