|
Abstract:
Capture fisheries and aquaculture products are widely
used for processing fishery products and raw materials from fish are sold for
public consumption needs and also for export needs for other countries.
Processed from raw fish materials, amongs them are fish balls, crab sticks,
kamaboko where the raw materials come from Surimi products which are
semi-finished products that have many benefits for the development of processed
fish products.
Market demand is increasing, so companies must be
able to move quickly to get a supply of raw materials, besides that they must
innovate and utilize appropriate technology in an effort to gain
competitiveness in the market. Consumer desires become more priority than
products that are currently being sold to consumers so companies must know what
customers want and put customers as the main focus of the company.
This study uses research samples in the form of
employees who have direct responsibility in Surimi Manage group including business
manager, factory manager, production manager, quality control manager,
purchasing manager, production planning and inventory control (ppic) manager,
assistant manager, engineering, quality assurance (QA), finance &
accounting (FA), HRD, supervisor and person in charge (pj) totaling 100
respondents
Based on the conclusions which are the implications
of the results of research conducted regarding the effect of market
orientation, technology orientation, entrepreneurial orientation on marketing
performance with innovation orientation as a mediation.
The results showed that the market orientation
variable has an influence on marketing performance and innovation orientation.
This condition shows that it is so important in running a company to be
market-oriented and innovation-oriented because it can affect marketing
performance so that later it can affect the level of sales volume and generate
profits for the company in the future.
|
