The Effect of Entrepreneurial Marketing on the Equality Issue of Gender Difference Which Affect the Firm Performance in PT. Usaha Subur Sejahtera = Pengaruh Pemasaran Entrepreneurial terhadap Isu Kesetaraan Perbedaan Gender yang Mempengaruhi Kinerja Perusahaan pada PT. Usaha Subur Sejahtera

Arfandy, Rebecca Pricillia (2021) The Effect of Entrepreneurial Marketing on the Equality Issue of Gender Difference Which Affect the Firm Performance in PT. Usaha Subur Sejahtera = Pengaruh Pemasaran Entrepreneurial terhadap Isu Kesetaraan Perbedaan Gender yang Mempengaruhi Kinerja Perusahaan pada PT. Usaha Subur Sejahtera. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Usaha Subur Sejahtera is one of the contractor companies that work in Makassar. Many projects in Makassar have been done by PT. Usaha Subur Sejahtera. This company has been running since 1988. The company has low entrepreneurial marketing that affect the decreasing of firm performance in PT. Usaha Subur Sejahtera. The purpose of this research is to identify whether entrepreneurial marketing affect firm performance, with gender as a moderating variable. This study was conducted with a quantitative approach and the data is collected through an online questionnaire form with a sample size of 200 respondents. SmartPLS 3.3 was used in this research as an approach to test the collected data. The result shows that entrepreneurial marketing correlate with firm performance in PT. Usaha Subur Sejahtera. Then, entrepreneurial marketing correlate with firm performance with gender as a moderating variable in PT. Usaha Subur Sejahtera. It concludes that gender has no significant effect toward the entrepreneurial marketing and firm performance in this research. This research was conducted in a period of 3 months from September to November 2021. / PT. Usaha Subur Sejahtera merupakan salah satu perusahaan kontraktor yang bekerja di Makassar. Banyak proyek di Makassar yang telah dikerjakan oleh PT. Usaha Subur Sejahtera. Perusahaan ini sudah berjalan sejak tahun 1988. Perusahaan ini memiliki entrepreneurial marketing yang rendah yang berdampak pada menurunnya kinerja perusahaan di PT. Usaha Subur Sejahtera. Tujuan dari penelitian ini adalah untuk mengidentifikasi apakah pemasaran kewirausahaan mempengaruhi kinerja perusahaan, dengan gender sebagai variabel moderasi. Penelitian ini dilakukan dengan pendekatan kuantitatif dan data dikumpulkan melalui formulir kuesioner online dengan jumlah sampel 200 responden. SmartPLS 3.3 digunakan dalam penelitian ini sebagai pendekatan untuk menguji data yang terkumpul. Hasil penelitian menunjukkan bahwa entrepreneurial marketing berkorelasi dengan kinerja perusahaan di PT. Usaha Subur Sejahtera. Kemudian, entrepreneurial marketing berkorelasi dengan kinerja perusahaan dengan gender sebagai variabel moderasi di PT. Usaha Subur Sejahtera. Disimpulkan bahwa gender tidak berpengaruh signifikan terhadap pemasaran kewirausahaan dan kinerja perusahaan dalam penelitian ini. Penelitian ini dilakukan dalam jangka waktu 3 bulan dari bulan September sampai November 2021.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Arfandy, Rebecca PricilliaNIM01013180031rebeccaarfandy24@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorBernarto, InnocentiusNIDN0320016501Innocentius.bernarto@uph.edu
Uncontrolled Keywords: Entrepreneurial marketing; Firm performance; Gender
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 22706 not found.
Date Deposited: 12 Jan 2022 03:29
Last Modified: 12 Jan 2022 03:29
URI: http://repository.uph.edu/id/eprint/44294

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