ARIFAL, GUSMAN (2025) ANALISIS PENGARUH STRATEGI PEMASARAN, KUALITAS PRODUK, DAN SUMBER DAYA MANUSIA (SDM) TERHADAP KINERJA EKSPOR PADA PT. INTI SUKSES GARMINDO. SKRIPSI.
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Abstract
Improving export performance is a strategic effort undertaken by companies to expand their market reach and enhance product competitiveness in the international market. This research was conducted to determine the influence of marketing strategy, product quality, and human resources on the export performance at PT. Inti Sukses Garmindo. The population in this study consisted of all employees at PT. Inti Sukses Garmindo who are involved in export activities. A sample of 100 respondents was utilized, selected through a non-probability, purposive sampling technique. The data obtained were then analyzed using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS) version 25 software. Based on the research and data analysis, the following regression equation was obtained: Y = 3.425 + 0.232X₁ + 0.281X₂ + 0.163X₃ + µ From this equation, it is evident that the variables of Marketing Strategy (X₁), Product Quality (X₂), and Human Resources (X₃) have a positive and significant effect on Export Performance (Y). The variable with the most dominant influence is Product Quality, with a regression coefficient of 0.281. Furthermore, the result from the Coefficient of Determination (Adjusted R Square) test yielded a value of 0.364. This means that the variables of Marketing Strategy, Product Quality, and Human Resources simultaneously influence Export Performance by 36.4%, while the remaining 63.6% is influenced by other variables outside of this research model. Keywords : Marketing Strategy, Product Quality, Human Resources, Export Performance
| Item Type: | Article |
|---|---|
| Additional Information: | 210208002 |
| Subjects: | Perdagangan Internasional |
| Divisions: | Program Studi > S1-Perdagangan Internasional |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 22 Jul 2025 02:35 |
| Last Modified: | 22 Jul 2025 02:35 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6658 |
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