Pengaruh Kewirausahaan, Kualitas Manajemen Dan Kualitas Hubungan Franchise Terhadap Kinerja Pemasaran
Authors
Lisda Rahmasari
Abstract
The objectives of the study are to determine the influence of entrepreneurship, management quality, franchise relationship quality, and the impact toward the increasing of marketing performance. Purposive sampling is applied to 100 franchise companies in Semarang and uses AMOS 5 data analysis. The result of the analysis shows that entrepreneurship, management quality, and franchise relationship company have positive influence which is significant toward marketing performance. This empirical result indicates that in order to increase marketing performance by franchise company in Semarang, it should focus on factors, such as franchise relationship quality, management quality, and entrepreneurship, because those factors have influenced the degree of marketing performance.  Keywords : entrepreneurship, management quality, franchise relationship quality, and marketing performance