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All Journal Jurnal Multidisiplin Sahombu
Bella Fernanda
Master of Management Study Program, Postgraduate, Lamongan Islamic University
Arts Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice

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The Influence of Market Orientation and Entrepreneurial Orientation on the Marketing Performance of Msmes in Deket Sub-District Bella Fernanda; Evi Fitrotun Najiah; Mohammad Yaskun
Jurnal Multidisiplin Sahombu Vol. 4 No. 01 (2024): Jurnal Multidisiplin Sahombu, 2024
Publisher : Sean Institute

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The purpose of this study is to determine the influence of market orientation and entrepreneurial orientation on the marketing performance of MSMEs in Deket sub-district partially or simultaneously and the most dominant factors. Using the quantitative method The population in this study, namely MSMEs in Deket District, amounted to 98 samples taken from a total population of 4,581. The results of the analysis showed that all the data collected had good validity and reliability, there were no problems of multicollinearity or heteroscedasticity. The output of SPSS shows that the determination coefficient (R2) is 0.219. Based on the calculation of the t-table, the calculated t-value for the variable X1 is 2.730, and for the variable X2 is 3.420, exceeding the t-table value by 1.985, suggesting that the two have a partial or stand-alone influence. In addition, the result of the calculation f calculation was 13.289, exceeding the f-value of the table by 3.090, indicating that there was a simultaneous or joint influence of the two variables. The results of the multiple linear regression analysis showed that the resulting formula was Y = 7.372 + 0.393 X1 + 0.012 X2.
The Influence of Digital Marketing, Pricing Strategies, and Product Diversity on Purchase Decisions in Msmes Dins Snack Lamongan Bella Fernanda; Nurul Badriynah; Titin Titin
Jurnal Multidisiplin Sahombu Vol. 5 No. 08 (2025): Jurnal Multidisiplin Sahombu, December (2025)
Publisher : Sean Institute

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This study aims to analyze the influence of digital marketing, pricing strategies, and product diversity on purchase decisions in MSMEs at Dins Snack Lamongan. The research method used was quantitative with 100 respondents. The results of the study showed a partial and simultaneous positive and significant influence between the three independent variables on purchasing decisions. Among the three variables, digital marketing has the most dominant influence on purchasing decisions. These findings show the importance of implementing an effective digital marketing strategy, setting the right pricing strategy, and providing an attractive variety of products for Dins Snack Lamongan MSMEs to improve consumer purchase decisions.
Co-Authors Evi Fitrotun Najiah Mohammad Yaskun Nurul Badriynah Titin Titin