Pengaruh Islamic Market Orientation Dan Inovasi Produk Terhadap Kinerja Pemasaran

Authors

  • Nurudin Nurudin Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Walisongo Semarang, Indonesia
  • zuhdan ady fataron Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Walisongo Semarang, Indonesia
  • Laily Nur Asyifa Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Walisongo Semarang, Indonesia

DOI:

https://doi.org/10.29040/jiei.v8i3.6474

Keywords:

Islamic market orientation, product innovation, marketing performance

Abstract

The purpose of this study was to determine the effect of Islamic market orientation and product innovation on marketing performance. The sample used was 100 people who were collected by non-probability sampling method in the form of purposive sampling. Data collected by distributing questionnaires directly and using a Likert scale. The data analysis technique used is multiple regression analysis. The results of the analysis show that Islamic market orientation has a positive and significant effect on marketing performance. Product innovation has a positive and significant effect on marketing performance.

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Published

24-10-2022

How to Cite

Nurudin, N., fataron, zuhdan ady, & Asyifa, L. N. (2022). Pengaruh Islamic Market Orientation Dan Inovasi Produk Terhadap Kinerja Pemasaran. Jurnal Ilmiah Ekonomi Islam, 8(3), 2405–2414. https://doi.org/10.29040/jiei.v8i3.6474

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Vol. 8 No. 3 (2022): JIEI : Vol.8, No.3, 2022

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