Pengaruh Kewirausahaan, Kualitas Manajemen Dan Kualitas Hubungan Franchise Terhadap Kinerja Pemasaran

Abstrak

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