Ita Musliha, 1014023067 (2014) PENGARUH KREATIVITAS DAN INOVASI TERHADAP KINERJA PEMASARAN AGROINDUSTRI KERIPIK DI SENTRA INDUSTRI KERIPIK BANDAR LAMPUNG. Fakultas Pertanian, Universitas Lampung.
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Abstract
ABSTRAK PENGARUH KREATIVITAS DAN INOVASI TERHADAP KINERJA PEMASARAN AGROINDUSTRI KERIPIK DI KAWASAN SENTRA INDUSTRI KERIPIK BANDAR LAMPUNG Oleh Ita Musliha Penelitian ini bertujuan untuk mengkaji (1) tingkat kreativitas, inovasi, dan kinerja pemasaran agroindustri keripikdi Kawasan Sentra Industri Keripik Bandar Lampung (2)pengaruh kreativitas terhadap kinerja pemasaran baik secara langsung dan tidak langsung melalui inovasi dalam agroindustri keripik, dan (3) pengaruh inovasi terhadap kinerja pemasaran agroindustri keripik.Penelitian dilaksanakan di Kawasan Sentra Industri Keripik Bandar Lampung pada Bulan Desember 2013- Desember 2014. Metode penelitian yang digunakan adalah sensus. Responden penelitian adalah seluruh pengusaha keripik di Kawasan Sentra Industri Keripik sebanyak 28 orang. Variabel penelitian terdiri dari sejumlah dimensi dan indikator dan diukur menggunakan skala likert. Metode analisis data menggunakan analisis deskriptif yaitu modus dan kategorisasi serta analisis verifikatif yang menggunakan path analysis. Hasil penelitian menunjukkan bahwa: (1) tingkat kreativitas, inovasi dan kinerja pemasaran agroindustri keripik di Bandar Lampung berada pada kategori tinggi, (2) kreativitas berpengaruh tidak langsung terhadap kinerja pemasaran melalui inovasi pada agroindustri keripik, dan (3) inovasi berpengaruh secara langsung terhadap kinerja pemasaran pada agroindustri keripik. Kata Kunci: inovasi, kinerja pemasaran,kreativitas. ABSTRACT THE INFLUENCE OF CREATIVITY AND INNOVATION ON PERFOMANCE MARKETING OF CHIPS AGROINDUSTRYINCENTRAL OF CHIPS AGROINDUSTRY AT BANDAR LAMPUNG By Ita Musliha The aims of this study are to determine: (1) creativity,innovation, and marketing performanceof the chips agroindustry in Central of Chips Agroindustry at Bandar Lampung (2) the influence of creativity on marketing performance either directly or indirectly through innovation, and (3) the influence of innovation on marketing performance of the chips agroindustry.This research was taken in Central of Chips Agroindustry at Bandar Lampung.The researchwas conducted in December 2013 to December 2014using sensus method. The respondents of this research are whole population in Central of Chips Agroindustry at Bandar Lampungthat are consist of28 entrepreneurs. The variables of research consistsof dimensions and indicators and measured using Likert scale. The data was analyzed by descriptive and verificative analysis. The results showed that (1) the creativity, the innovation and the marketing performance of the chips agroindustry in the Central of Chips Agroindustry at Bandar Lampungin the high category; (2) creativity has indirectly influence on the performance through innovation of the chips agroindustry, and (3) innovation has positive influence on the marketing performance of the chips agroindustry. Key Words: creativity, innovation, marketing performance.
| Item Type: | Other |
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| Subjects: | A General Works = Karya Karya Umum |
| Divisions: | Fakultas Pertanian > Prodi Agribisnis |
| Depositing User: | 7367403 . Digilib |
| Date Deposited: | 02 Jan 2015 02:21 |
| Last Modified: | 02 Jan 2015 02:21 |
| URI: | http://digilib.unila.ac.id/id/eprint/6325 |
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