FACTORS AFFECTING THE PERFORMANCE MARKETING OF INDONESIAN FARMS BUSINESS IN ENTREPRENEUR ORIENTATION IN EAST JAVA

PRATAMA DIPA, DIMAS (2023) FACTORS AFFECTING THE PERFORMANCE MARKETING OF INDONESIAN FARMS BUSINESS IN ENTREPRENEUR ORIENTATION IN EAST JAVA. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

This study aims to determine the effect of entrepreneurial competence, market orientation, and social media marketing on the marketing performance of livestock businesses. The population of this research is livestock business actors in East Java. The number of samples used was 300 livestock business actors taken randomly using a simple random sampling technique. Data collection techniques used the distribution of questionnaires in print and online using the Google form. Data measurement uses a Likert scale with intervals of 1 to 4 with information 1 = strongly disagree to 4 = strongly agree. The data that has been collected is then entered into the AMOS 24 software using the Structural Equation Modeling (SEM) analysis method to be used later to test the measurement model and test the research hypothesis. The results of this study indicate that only entrepreneur competency affects marketing performance, while market orientation and social media marketing do not affect marketing performance in the livestock business. The results of this study are expected to be a reference for livestock business actors in making policies to improve their business performance, especially through implementing social media marketing in marketing activities and studying market orientation to improve marketing performance in the livestock business. The novelty of this research is the application of the Resource Based Theory (RBT) theory in analyzing the marketing performance of a livestock business. This theory explains that every business person must be able to optimize the advantages of non-physical resources such as the level of entrepreneur competency in improving marketing performance to survive in business competition. This research can be carried out further by focusing on a wider and more even target audience and adding independent variables to get more precise results. In addition, further research is suggested to explore more about the support of market orientation and social media marketing because this study found that market orientation and social media marketing did not affect marketing performance. Suggestions for livestock business actors are expected to focus on entrepreneurial competence by increasing skills and knowledge related to the livestock business so that they can continue to grow and be able to survive in the face of existing business competition.

Item Type:	Thesis (Skripsi (S1))
Uncontrolled Keywords:	Entrepreneur Competency, Market Orientation, Social Media Marketing, Marketing Performance
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Economic
Depositing User:	fe . userfe
Date Deposited:	21 Aug 2023 02:29
Last Modified:	21 Aug 2023 02:29
URI:	http://eprints.umpo.ac.id/id/eprint/11975

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