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, Indonesia *
Hasan Fahmi Kusnandar
Politeknik Triguna Tasikmalaya, Indonesia
Ristina Siti Sundari
Universitas Perjuangan, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v1i2.716
Published September 24, 2018
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. Indonesian Journal of Cultural and Community Development, 1(2), 10.21070/ijccd2018716. https://doi.org/10.21070/ijccd.v1i2.716

Copyright (c) 2018 Maman Sulaeman, Hasan Fahmi Kusnandar, Ristina Siti Sundari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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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