Pengaruh Internal Marketing Terhadap Inovasi, Dengan Orientasi Kewirausahaan Sebagai Variabel Mediasi
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Abstract
The purpose of this study was to examine the effect of internal marketing on innovation in family businesses in West Jakarta, with entrepreneurial orientation as a mediating variable. The sample used in the study is 100 actors or family business members in West Jakarta and the sampling technique uses non-probability sampling. The method of collecting data in this study with questionnaires and data was measured using a 6 level Likert scale (1-6). Data analysis using SmartPLS 3.0 program. The results of this study indicate that 1) internal marketing has a positive and significant effect on innovation, 2) internal marketing has a positive and significant effect on entrepreneurial orientation, and 3) entrepreneurial orientation has a positive and significant effect on innovation
Tujuan dari penelitian ini adalah untuk menguji pengaruh internal marketing terhadap inovasi pada bisnis keluarga di Jakarta Barat, dengan orientasi kewirausahaan sebagai variabel mediasi . Sampel yang digunakan dalam penelitian adalah sebesar 100 pelaku atau anggota bisnis keluarga di Jakarta Barat dan teknik pengambilan sampel menggunakan non-probability sampling. Metode pengumpulan data dalam penelitian ini dengan kuisioner dan data diukur dengan menggunakan skala likert 6 tingkat (1-6). Analisis data menggunakan progam SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa 1) internal marketing berpengaruh positif dan signifikan terhadap inovasi, 2) internal marketing berpengaruh positif dan signifikan terhadap orientasi kewirausahaan, dan 3) orientasi kewirausahaan berpengaruh positif dan signifikan terhadap inovasi
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