Pengaruh Orientasi Pasar dan Manajemen Pengetahuan Terhadap Kinerja Pemasaran

Abstract

Bank competition in lending and raise the third party can not be avoided. Market orientation and product innovation is thought to have an important role and should be considered in an effort to improve the marketing performance in a company/bank. This study aims to determine the effect of market orientation and product innovation on marketing performance. Used as a sample of 100 respondents from a population of 2,334 customers in the region Sinonsayang. Associative research methods and analytical techniques used multiple linear regression. The results of the study to simultaneously show the market orientation and product innovation, affect marketing performance. Partially showed significant effect on the market orientation of marketing and product innovation performance significantly influence marketing performance. Prisma Fund management should pay attention to the market orientation, product innovation and marketing performance. Management can also provide good service, create new products with different products, and interesting with different products, and has not been intruded by another BPR as a special form of savings for students.