ORIENTATION EFFECT OF ENTREPRENEURSHIP, MARKETING KNOWLEDGE CAPACITY AND MARKETING PERFORMANCE OF MARKETING (STUDY CASE AT CV. RAJAWALI MAS SEMARANG)
Abstract
The request to iodine salt is very high. It is over than iondine salt production, this situation become a chance for a salt distribution company to grow its business. CV Rajawali one of iondine salt distributor takes part in this business.
Result of the observation uses the statistic test shown the result, business orientation variable (X1)partially has positive influence and significant to the marketing performance. It is shown with coeficien regretion value 0,527 while for t count (3,953) > t table (1,676) and sign (0,000) < a sign (0,05) . Getting higher the business orientation , makes higher the marketing performance of a company business variable (X2) partially has positive influence to the marketing performance (Y). It is shown by regretation coeficien 0,116, while for t count (1,320) > t table (1,676) and not significant. (0,193) < sign a (0,05). Getting better too. The marketing capability variable (X3) partially positive influence and significant to the marketing performance. It is shown by regretation coefficient value 0,274, while for t count (3,284) > t table (1,676) and sign (0,002) < sign a (0,05). Raising of marketing capability is hoped that marketing performance can be raising too.
In the properness test style that this observation can be followed in analys of business orientation influence (X1), marketing knowledge (X2) and the marketing capability (X3) to the performance (Y). It is shown by the value F count (61,349) > F table (2,80) and sign (0,000) < sign a (0,05). Getting higher the business orientation (X1) marketing knownledge (X2) and marketing capability, so marketing performance will getting higher too.
Keyword: marketing orientation, marketing knownledge, marketing capability,
marketing performance
Result of the observation uses the statistic test shown the result, business orientation variable (X1)partially has positive influence and significant to the marketing performance. It is shown with coeficien regretion value 0,527 while for t count (3,953) > t table (1,676) and sign (0,000) < a sign (0,05) . Getting higher the business orientation , makes higher the marketing performance of a company business variable (X2) partially has positive influence to the marketing performance (Y). It is shown by regretation coeficien 0,116, while for t count (1,320) > t table (1,676) and not significant. (0,193) < sign a (0,05). Getting better too. The marketing capability variable (X3) partially positive influence and significant to the marketing performance. It is shown by regretation coefficient value 0,274, while for t count (3,284) > t table (1,676) and sign (0,002) < sign a (0,05). Raising of marketing capability is hoped that marketing performance can be raising too.
In the properness test style that this observation can be followed in analys of business orientation influence (X1), marketing knowledge (X2) and the marketing capability (X3) to the performance (Y). It is shown by the value F count (61,349) > F table (2,80) and sign (0,000) < sign a (0,05). Getting higher the business orientation (X1) marketing knownledge (X2) and marketing capability, so marketing performance will getting higher too.
Keyword: marketing orientation, marketing knownledge, marketing capability,
marketing performance
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