PENGARUH MARKETING CAPABILITY DAN INNOVATION CAPABILITY TERHADAP KINERJA PEMASARAN: Survey pada UMKM Bawang Goreng di Kabupaten Kuningan

Elsa Diyaul Aulia; Wachjuni Wachjuni; Rina Masruroh

Authors

Elsa Diyaul Aulia Universitas Kuningan
Wachjuni Wachjuni Universitas Kuningan
Rina Masruroh Universitas Kuningan

Keywords:

Marketing Performance, Marketing Capability, Innovation Capability

Abstract

This study aims to determine the effect of marketing capability and innovation capability on marketing performance in fried onion MSMEs in Kuningan Regency. The method used in this study is a descriptive and verifiative method with a quantitative approach. The population obtained is 83 owners of Fried Onion MSMEs in Kuningan Regency, Kuningan Regency. The sampling technique used is to use saturated samples where the entire population is sampled. The data analysis technique used is using SPSS version 26 of 2018. The results showed that marketing capability and innovation capability simultaneously have a positive effect on marketing performance. Marketing capability has a negative and significant influence on Marketing performance. Innovation capability has a positive and significant influence on marketing performance.

Keywords: Marketing Performance, Marketing Capability, Innovation Capability

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