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Influence of Marketing Mix Against Marketing Performance Through the Orientation of the Batik Small Industry Market in East Java Mega
| Content Provider | Semantic Scholar |
|---|---|
| Author | Novita, D. |
| Copyright Year | 2019 |
| Abstract | The aim of the study was to find clarity about the role of market orientation as a mediating variable in the relationship of marketing mix strategy with marketing performance, and the researcher offered a research model. The research approach is quantitative, explanatory. The population of this study is batik business owners in East Java. The study sample was 276 respondents and the sampling method used the census method. The results showed clarity that: marketing mix strategies (product, price, and promotion) had a positive effect on market orientation, while distribution did not. The results of the study also explained that: market orientation acts as a mediation in the relationship between the mix strategy of the market and marketing performance. The results of the study also explained that: market orientation acts as a mediator in the relationship between the mix strategy of the market and marketing performance. Therefore, this study provides new insights on understanding the practice of market orientation in the batik product industry. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.iosrjournals.org/iosr-jbm/papers/Vol21-issue3/Series-6/A2103060109.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
