Bisakah inovasi pemasaran memoderasi pengaruh orientasi pasar terhadap kinerja pemasaran saat pandemi covid-19
TL;DR: Tujuan penelitian in this article adalah untuk mengukur pengaruh orientasi pasar terhdapa kinerja pemasaran melalui inovasi pemaran.
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Abstract: Tujuan penelitian ini adalah untuk mengukur pengaruh orientasi pasar terhdapa kinerja pemasaran melalui inovasi pemasaran. Sampel dari penelitian ini adalah pelaku usaha kuliner di Kota Malang yang memiliki produk makanan ringan. Jumlah responden dalam penelitian ini berjumlah 100 responden. Pengumpulan data penelitian dilakukan melalui kuesioner menggunakan non-probability sampling. Hasil penelitian menunjukkan bahwa orientasi pasar berpengaruh positif terhadap inovasi pasar. Orientasi pasar berpengaruh positif terhadap kinerja pemasaran. Inovasi pemasaran berpengaruh positif terhadap kinerja pemasaran. Terakhir, Orientasi pasar memiliki pengaruh tidak langsung terhadap kinerja pemasaran melalui inovasi pemasaran.
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