Impact of Market Orientation and Entreprenurial Orientation on SME’s Marketing Performance

Abstract

Purpose – Penelitian ini bertujuan untuk menganalisis dampak orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran pada UMKM kuliner saji di Kota Padang.
 Methodology/approach – Penelitian ini menggunakan purposive sampling untuk teknik pengambilan sampel. Data diolah dengan menggunakan bantuan software SPSS versi 27.
 Findings – Hasil penelitian menemukan bahwa orientasi pasar dan orientasi kewirausahaan berpengaruh positif terhadap kinerja pemasaran. Secara spesifik, orientasi kewirausahaan memiliki pengaruh yang paling dominan dibandingkan dengan orientasi pasar.
 Novelty/value – marketing performance of SMEs has been an important role in every business. However, the
 determinants of marketing performance of SMEs are still far from conclusive.

Market Orientation And Product Innovation In Improving Competitive Advantage And Its Impact On Market Performance

“…MSMEs are businesses owned by companies, ladder or small businesses. The classification of MSMEs is based on annual turnover, balance sheet volume and the number of employees in the Sefnedi, Sukma, and Yadewani (2022) community for the sake of the country and opening up business fields, which is supported by data. (Badan Pusat Statistik, 2023) which stated that it had received nine million MSME data that was registered.…”