Innovations, Market Orientations In Moderate Marketing Strategy At Harian Silampari Lubuklinggau

Abstrak

Study was that there ware innovations, market orientations, and marketing strategies at the Harian Silampari  which causes a decrease in the number of newspaper sales which can hinder the company from winning market competition. The research method used was a quantitative method, with data collection techniques by distributing questionnaires to 83 respondents, and documentation of this research. The results of the research on testing the first hypothesis using the T test obtained a tcount value of 2,700 which is greater than the value of ttable = 1,664 (2, 700 > 1, 664), from these results it was known that there was a significant influence between the innovation variable (X) on the market orientation (Y) at the Harian Silampari Lubuk Linggau. Testing the second hypothesis using the pure moderator test, it was known that the R Square value has increased from 0.83 to 0.336, which means that marketing strategy (M) is able to strengthen the relationship between innovation (X) on Market Orientation (Y) and a sig value of 0.00 smaller than 0.05 ( 0.00 < 0.05), from these results it was known that there was a marketing strategy as a moderating variable that influences there  was a relationship between innovation and market orientation in the Harian Silampari Lubuklinggau. can help improve market orientation, especially creating more effective corporate coordination, where each company has its own marketing strategy that serves to regulate the direction of the company's net so as to form a coordination team between functions within the company to be more effective and on target . which means that marketing strategy (M) is able to strengthen the relationship between innovation (X) on Market Orientation (Y) and a sig value of 0.00 smaller than 0.05 (0.00 < 0.05), from these results it was known that there was a marketing strategy as a moderating variable that influences there  was a relationship between innovation and market orientation in the Harian Silampari Lubuklinggau can help improve market orientation, especially creating more effective corporate coordination, where each company has its own marketing strategy that serves to regulate the direction of the company's net so as to form a coordination team between functions within the company to be more effective and on target . which means that marketing strategy (M) was able to strengthen the relationship between innovation (X) on Market Orientation (Y) and a sig value of 0.00 smaller than 0.05 (0.00 < 0.05), from these results it is known that there is a marketing strategy as a moderating variable that influences there is a relationship between innovation and market orientation in the Harian Silampari Lubuklinggau. can help improve market orientation, especially creating more effective corporate coordination, where each company has its own marketing strategy that serves to regulate the direction of the company's net so as to form a coordination team between functions within the company to be more effective and on target.