Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Nurike Sekar Clara Fourdani
Unknown Affiliation
Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN YANG DIMEDIASI OLEH PEMASARAN DIGITAL(Studi pada UKM Cafe dan Resto di Kabupaten Purworejo) Nurike Sekar Clara Fourdani; Murry Harmawan S
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Processed
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.55857

Abstract

This study aims to analyze the effect of market orientation on marketing performance with the mediating role of digital marketing among café and restaurant SMEs in Purworejo Regency. Increasing business competition and rapid digital transformation require business owners to understand market needs while effectively utilizing digital platforms in their marketing activities. This study employed a quantitative approach using a survey method involving owners or managers of café and restaurant SMEs in Purworejo Regency. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM). The findings indicate that market orientation has a positive and significant effect on both marketing performance and digital marketing. Digital marketing also has a positive and significant effect on marketing performance. Furthermore, digital marketing mediates the relationship between market orientation and marketing performance, indicating that a deeper understanding of customer needs can improve marketing performance more effectively when supported by digital technology utilization. The results contribute theoretically to the development of market orientation and digital marketing literature and provide practical implications for SME owners in designing adaptive marketing strategies to enhance business competitiveness and marketing outcomes.
Co-Authors Murry Harmawan S