PENGARUH ORIENTASI SERVICE VALUE, INOVASI LAYANAN SERTA EXPERIENTAL MARKETING TERHADAP PEMASARAN KEWIRAUSAHAAN USAHA MAKANAN – MINUMAN (Studi Pada Outlet Go Food di Area Tembalang)

Abstract

This study seeks to assess the relationship between Micro, Small and Medium Enterprises
(MSME) variabel Experiental Marketing (EM), Orientasi Service Value (OSV) and Service
Inovation (IS) in develop for all business. In previous research , many researce explore the
company that focus only on serice quality only
. This study focus on the big amount of new outlet from Go Food and describe the
independent Variable as Experiental Marketing (EM), Orientasi Service Value (OSV) serta
Inovasi Layanan (IL). Data were collected from Go Food in Tembalang Semarang, A total of
35 were surveyed in the study through adopting tested survey questionnaires from the past
literature. Correlation and regression analysis were used to test the hypotheses. Result
indicates that Experiental Marketing (EM), Orientasi Service Value (OSV) serta Inovasi
Layanan (IL) have a positive direct influence on entrepreneurrial marketing
Keywords: Experiental Marketing (EM), Orientasi Service Value
Layanan (IL).(OSV) , Inovasi