Analisis Pengaruh Orientasi Pasar terhadap Kineria Pemasaran dengan Inovasi sebagai Variabel Moderasi pada Bank Syari.Ah Mandiri Area Medan I

Abstract

BSM's focus on its competitors and its clients is expected to be able to increase its marketing performance. One of its efforts is by creating product innovation, the creation of its product, Priority which becomes the only priority product of shara bank. However, this new product does not guarantee that its marketing will increase, it is seen from the decrease in its selling although savings fund increases The aim of the research was to analyse how far managerial implementation, the variables of innovation and market orientation, influenced marketing performance. The population was 104 people and all of them were used as the samples, using census sampling technique The data were gathered by using questionnaires with Likert scale which had been d validated and reliable and analyzed by using moderating regression analysts. The result of the hypothesis testing showed that (1) market orientation had pouve and significant influence on marketing performance of BSM Area Medan (2) innovation had positive and significant influence on marketing performance of BSM Area Medan 1. and (3) Innovation significantly weakened the correlation between market orientation and marketing performance of BSM Area Mon