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PERAN PRODUCT INNOVATION TERHADAP BUSINESS PERFORMANCE DENGAN SALES NETWORKING POWER SEBAGAI MEDIASI: PERSPEKTIF SERVICE DOMINANT LOGIC

YUNI MAXI PUTRI, Yuni Maxi (2024) PERAN PRODUCT INNOVATION TERHADAP BUSINESS PERFORMANCE DENGAN SALES NETWORKING POWER SEBAGAI MEDIASI: PERSPEKTIF SERVICE DOMINANT LOGIC. Masters thesis, UNDIP: Fakultas Ekonomika dan Bisnis.

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Abstract

Penelitian ini bertujuan untuk menjembatani hasil penelitian sebelumnya yang tidak
konsisten mengenai product innovation terhadap business performance.
Didasarkan service-dominant logic, pengembangan variabel marketing agility,
sales networking power dan market entry speed. Proses meliabatkan 176 pengelola
dan pemilik UMKM F&B di Kota Salatiga, Jawa tengah. Data diolah menggunakan
AMOS 24. dan, hasilnya menunjukkan sales networking power dan market entry
speed sebagai mediasi, serta marketing agility dan market entry speed yang juga
berfungsi sebagai mediator antara product innovation terhadap business
performance. Temuan penelitian ini menegaskan, product innovation yang solid
akan dapat meningkatkan business performance ketika dilalui oleh marketing
agility, sales networking power dan market entry speed sebagai landasan pertukaran
nilai

Item Type: Thesis (Masters)
Uncontrolled Keywords: Product innovation, sales networking power, marketing agility, market entry speed, business performance, service-dominant logic.
Subjects: Economics and Business
Economics and Business > Management
Divisions: Faculty of Economics and Business > Master Program in Management
Depositing User: Mr Sulamul Hadi
Date Deposited: 16 May 2025 07:05
Last Modified: 16 May 2025 07:05
URI: https://eprints2.undip.ac.id/id/eprint/32261

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