PENGARUH ORIENTASI PASAR, INOVASI PRODUK,DAN KUALITAS PRODUK TERHADAP KINERJA PEMASARAN DI TOKO DILLASTORE DESA TALES

Abstract

The marketing performance at Tales Village's Dilla Store is going to be examined in this study to see how market orientation, product development, and product quality affect it. The cosmetics industry is very competitive, therefore in order to succeed in marketing, organisations need to know what their customers want, come up with new ideas, and keep the quality high. The data for this study came from questionnaires given out to clients of Dilla Store, making it a quantitative study. In order to determine the relative importance of each variable, the data was analysed using multiple linear regression. The study found that marketing performance is positively affected by market orientation, product innovation, and product quality. These factors act individually and jointly to boost marketing performance. The significance of consumer-oriented marketing tactics and innovation in enhancing shop marketing success is shown by this research.