Indonesian Journal of Cultural and Community Development

Vol. 1 No. 2 (2018): September
Village Development Articles

Memperbaiki Kinerja Pemasaran Melalui Pelatihan Kewirausahaan, Riset Pasar, Dan Inovasi Produk: Improving Marketing Performance Through Entrepreneurship Training, Market Research, And Product Innovation

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  • Maman Sulaeman,
  • Hasan Fahmi Kusnandar,
  • Ristina Siti Sundari
Maman Sulaeman
Politeknik Triguna Tasikmalaya
Hasan Fahmi Kusnandar
Politeknik Triguna Tasikmalaya
Ristina Siti Sundari
Universitas Perjuangan
DOI: https://doi.org/10.21070/ijccd.v1i2.716

Published 2018-09-24

Keywords

  • entrepreneurship,
  • market research,
  • product innovation,
  • marketing performance

How to Cite

Sulaeman, M., Kusnandar, H. F. ., & Sundari, R. S. . (2018). Memperbaiki Kinerja Pemasaran Melalui Pelatihan Kewirausahaan, Riset Pasar, Dan Inovasi Produk: Improving Marketing Performance Through Entrepreneurship Training, Market Research, And Product Innovation. Indonesian Journal of Cultural and Community Development, 1(2), 10.21070/ijccd2018716. https://doi.org/10.21070/ijccd.v1i2.716

Abstract

The purpose of this research is to know and analyze the improvement of marketing performance through entrepreneurship training, market research, and product innovation at UMKM in East Priangan West Java Province. The research method used is survey method. Data collection was obtained through questionnaires and literature study. The population in this study is MSMEs in East Priangan West Java. Determination of sample using random counted 75 samples and data analysis used was path analysis. The results found that partially entrepreneurial training, market research and product innovation were able to improve marketing performance. Simultaneously entrepreneurship training, market research and product innovation can improve the performance of UMKM marketing in East Priangan of West Java province.

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