IMPROVING THE MARKETING PERFORMANCE BY GENERATIVE LEARNING CULTURE-BASED

Abstract

The aim of this research is to create the generative model of learning culture-based in reaching the marketing performance through the innovation. The population in this research is all of the factory waste craftsman in Semarang District which is amount about 150 of people. Sample technique used is minimal 100 (Hairs, Etal, 1995). The activities done are to 1) describe the marketing performance the factory waste craftsman’s business which is supported by generative learningculture-based, 2) develop the model of marketing performance of the factory waste craftsman’s business encouraged with innovation, skill and communication as well generative learning culture-based. The result of study found that there is a positive significant effect of generative learning culture-based, communication, skill and innovation. Similarly there is positive significant effect of generative learning culture-based toward communication and skill, as well the positive significant effect of innovation toward performance.