Kemahiran Pemasaran dan Prestasi Eksport Syarikat
Abstract
Dasar Keusahawanan Nasional 2030 menyasarkan peningkatan prestasi syarikat. Walaupun telah berjaya di pasaran tempatan, namun syarikat di Malaysia didapati masih kurang menerokai pasaran eksport rentetan daripada kekurangan pengetahuan, kecerdasan pasaran dan kesediaan mengeksport. Untuk itu, kajian ini dilaksanakan bagi tujuan mengukur tahap kemahiran pemasaran dan prestasi eksport syarikat serta menguji hubungan kemahiran pemasaran dengan prestasi eksport syarikat. Kajian kuantitatif ini telah disertai oleh 158 responden yang merupakan wakil pihak pengurusan syarikat. Kajian menggunakan instrumen soal selidik dan data primer kajian dianalisis menggunakan perisian Statistical Package for Social Science (SPSS) versi 26.0. Dapatan kajian menunjukkan tahap kemahiran pemasaran dan prestasi eksport syarikat berada pada tahap tinggi. Kemahiran pemasaran juga telah didapati mempunyai hubungan yang signifikan dengan prestasi eksport syarikat. Dapatan kajian ini diharapkan dapat menjadi sumber rujukan kepada syarikat, kementerian dan agensi kerajaan yang melaksanakan program pendidikan dan latihan keusahawanan agar semua yang ditawarkan selaras dengan keperluan syarikat.
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