?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+DIFERENSIASI+PRODUK+MELALUI+KINERJA+PEMASARAN+UNTUK+MENCAPAI+KEUNGGULAN+BERSAING%0D%0A(Studi+Pada+Kawasan+sentra+Industri+Keripik+Lampung)&rft.creator=Devi+Yani+Damanik%2C+1016051038&rft.subject=Karya+Karya+Umum+%3D+000&rft.description=ABSTRAK%0D%0A%0D%0A%0D%0APenelitian+ini+bertujuan+untuk+menganalisis+dan+memberi+bukti+empiris+mengenai+pengaruh+diferensiasi+produk+melalui+kinerja+pemasaran+untuk+mencapai+keunggulan+bersaing.+Jenis+penelitian+ini+adalah+eksplanative+research.+Penelitian+ini+menggunakan+variabel+independen+yaitu+diferensiasi+produk+(X)%2C+variabel+intervening+yaitu+kinerja+pemasaran+(Z)%2C+dan+variabel+dependen+yaitu+keunggulan+bersaing+(Y).+Setelah+dilakukan+tinjauan+pustaka+dan+penyusunan+hipotesis%2C+data+dikumpulkan+melalui+metode+kuisioner+yang+disebar+kepada+30+responden+diambil+dari+keseluruhan+produsen+keripik+pisang+yang+berada+di+kawasan+sentra+industri+keripik+Lampung.+Sedangkan+analisis+dilakukan+dengan+pengolahan+data+menggunakan+smartPLS+versi+2.0+m3+yang+dijalankan+dengan+media+komputer.%0D%0AHasil+tes+smatrtPLS+menunjukkan+bahwa+semua+hipotesis+diterima+yaitu+H1%3A+Diferensiasi+produk+memiliki+pengaruh+terhadap+kinerja+pemasaran+keripik+pisang%2C+H2%3A+Kinerja+pemasaran+memiliki+pengaruh+dengan+keunggulan+bersaing%2C+H3+%3A+Diferensiasi+produk+memiliki+pengaruh+terahdap+keunggulan+bersaing+melalui+kinerja+pemasaran.+Untuk+penelitian+selanjutnya+mengenai+pemahaman+akan+industri+keripik+pisang+di+Lampung+perlu+mengambil+responden+yang+beragam%2C+tidak+hanya+berada+si+satu+lokasi+penelitian.%0D%0A%0D%0AKata+Kunci%3A+Diferensiasi+Produk%2C+Kinerja+Pemasaran%2C+dan+Keunggulan+Bersaing%0D%0A%0D%0A%0D%0AABSTRACT%0D%0A%0D%0A%0D%0AThis+study+aims+to+analyze+and+provide+empirical+evidence+on+the+effect+of+product+differentiation+through+performance+marketing+to+achieve+competitive+advantage.+This+research+is+eksplanative+research.+This+study+uses+the+independent+variable+is+the+product+differentiation+(X)%2C+an+intervening+variable+is+the+performance+marketing+(Z)%2C+and+the+dependent+variable+is+the+competitive+advantage+(Y).+After+a+literature+review+and+hypothesis+formulation%2C+data+were+collected+through+questionnaire+method+which+were+distributed+to+30+respondents+drawn+from+the+whole+banana+chips+manufacturer+located+in+Kawasan+sentra+Industri+Keripik+Lampung.+While+the+analysis+is+done+by+processing+the+data+using+version+2.0+m3+smartPLS+run+with+computer+media.%0D%0ASmatrtPLS+test+results+showed+that+all+accepted+hypothesis+is+H1%3A+Product+differentiation+has+an+influence+on+the+performance+of+the+marketing+of+banana+chips%2C+H2%3A+Performance+marketing+has+the+effect+of+competitive+advantage%2C+H3%3A+Product+differentiation+has+influence+obtain+any+competitive+advantage+through+marketing+performance.+For+further+research+on+the+understanding+of+banana+chips+industry+in+Lampung+need+to+take+a+range+of+respondents%2C+not+only+is+the+location+of+the+study.%0D%0A%0D%0AKeywords%3A+Product+Differentiation%2C+Marketing+Performance+and+Competitive+Advantage&rft.publisher=Fakultas+Ilmu+Sosial+dan+Ilmu+Politik&rft.date=2014-11-27&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F2%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F3%2FABSTRACT.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F4%2FCOVER%2520DALAM.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F5%2FMENYETUJUI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F6%2FMENGESAHKAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F7%2FSURAT%2520PERNYATAAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F8%2FRIWAYAT%2520HIDUP.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F9%2FPERSEMBAHAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F10%2FMOTO.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F11%2FSANWACANA.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F12%2FDAFTAR%2520ISI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F13%2FDAFTAR%2520TABEL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F14%2FDAFTAR%2520LAMPIRAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F15%2FDAFTAR%2520GAMBAR.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F16%2FBAB%2520I.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F17%2FBAB%2520II.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F18%2FBAB%2520III.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F5929%2F19%2FBAB%2520IV.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.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