PENGARUH MARKET ORIENTATION, INOVASI PRODUK, DAN KUALITAS PRODUK TERHADAP KINERJA BISNIS DALAM MENCIPTAKAN KEUNGGULAN BERSAING

Tulus Haryono, Sabar Marniyati

Abstract

The research shown : (1) market orientation direct effect positive and significant to competitive adventage on CV Multi Global Agrindo. (2) market orientation indirect effect positive but not significant to competitive adventage on CV Multi Global Agrindo  by business performance. (3) Product inovation direct effect positive and significant to competitive adventage on CV Multi Global Agrindo. (4) Product inovation indirect effect positive and significant to competitive adventage on CV Multi Global Agrindo  by business performance. (5) product quality direct effect positive and significant to competitive adventage on CV Multi Global Agrindo. (6) product quality indirect effect positive and significant to competitive adventage on CV Multi Global Agrindo  by business performance. (7) business performance is direct effect positive and significant to competitive adventage on CV Multi Global Agrindo.

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DOI: https://doi.org/10.20961/jbm.v17i2.17174

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