PENGEMBANGAN KINERJA PEMASARAN USAHA MEBEL MELALUI INOVASI DAN KETRAMPILAN DI KLATEN

Abstract

Firm develops some marketing strategy in order to increase the firm profitability and to achieve the proper
profitable level. From the previous research, Learning is stated as the newer responsive or better activity, as
matter of fact it is faced by the changing of environment, which eventually the changing itself will determine the
innovation (Daft and Schon, 1978). Marketing performance is the important concept to find out market
achievement of certain product. Performance is defined as the system related to the activity along with the
outcome that achieved. The purpose of this research is to prove whether Learning Orientation, Communication
and Commitment have positive influences toward Performance. This research intends to find out the empirical
evidence which shows Learning Orientation, Communication and Commitment influence to the performance of
furniture industry in Klaten Regency. The population on this research is 1802 units of furniture entrepreneur
located in Klaten Regency, using sample by the means of stratified random sampling for 100-200 units. ( Hair
et al, 1995). The analysis method used is confirmatory factor full model of analysis (SEM). From SEM, the
computation result for the test of significance model is as following: Adjusted Goodness of index (AGFI),
Goodness of index (GFI), The Comparative fit index (CFI), Tucker Lewis Index (TLI), Root Mean Square
Error of Approximation (RMSEA) and Critial Ratio (CR). The result of this research shows that the model on
this research meets with the goodness of fit criteria and Regression Weight requirements. (Chisqure=87,653,
probability=0,088, AGFI=0,843, GFI=0,894, CFI=0,981, TLI=0,976, RMSEA=0,049). Thus, Learning
Orientation, Working Motivation and Commitment have positive influence toward the performance of furniture
entrepreneur in Klaten Regency.
Key Words : learning orientation,skill , comunication, performance