PENGARUH STRATEGI KEUNGGULAN BERSAING, POSITIONING DAN MARKET ORIENTATION TERHADAP KINERJA PERUSAHAAN (STUDI KASUS PADA PT. BPR SYARIAH BANGUN DRAJAT WARGA YOGYAKARTA)

JEFFRI GUSNANDAR, NIM. 12391026 (2018) PENGARUH STRATEGI KEUNGGULAN BERSAING, POSITIONING DAN MARKET ORIENTATION TERHADAP KINERJA PERUSAHAAN (STUDI KASUS PADA PT. BPR SYARIAH BANGUN DRAJAT WARGA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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	Text (PENGARUH STRATEGI KEUNGGULAN BERSAING, POSITIONING DAN MARKET ORIENTATION TERHADAP KINERJA PERUSAHAAN (STUDI KASUS PADA PT. BPR SYARIAH BANGUN DRAJAT WARGA YOGYAKARTA)) 12391026_BAB-II, III, IV.pdf - Published Version Restricted to Registered users only Download (4MB)

Abstract

This research aims to analyze the influence of competitive advantage strategy, positioning and market orientation on company performance. Company performance is defined as something produced by a company in a certain period, where the performance index is a reference of investors and prospective customers in determining the decision to cooperate with the company. Data analysis in this study used multiple linear regression analysis using SPSS 19 software to test the research data. This research was conducted at PT. BPR SyariahBangunDrajat Yogyakarta residents by using survey method and selecting active customers as much as one hundred people as respondents in this study. The result of data analysis for this model shows that the strategy of competitive advantage has a positive and significant effect on company performance based on the significance value of 0.000 (0.000 0.05). Then positioning strategy also have positive and significant influence to firm performance which affirmed with significance value equal to 0.001 (0.001 0.05). In market orientation variables also showed a positive and significant influence that is known from the results of statistical tests with a significance value of 0.005 (0.005 0.05).

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