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All Journal Jurnal Ilmu Manajemen (JIM) BISMA (Bisma dan Manajemen) Lentera, Jurnal Studi Perempuan Jurnal Minds: Manajemen Ide dan Inspirasi Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Jurnal Pendidikan Ekonomi Jurnal Ekonomi dan Bisnis al-Uqud : Journal of Islamic Economics SYUKUR (Jurnal Inovasi Sosial dan Pengabdian Masyarakat) Journal of Economic, Bussines and Accounting (COSTING) Dinamika Ekonomi - Jurnal Ekonomi dan Bisnis Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat Dedication : Jurnal Pengabdian Masyarakat Business Management Analysis Journal (BMAJ) Jurnal Muara Ilmu Ekonomi dan Bisnis Jurnal Abdi Insani JEKPEND Jurnal Ekonomi dan Pendidikan JBMR: Journal of Business and Management Review Jurnal Ilmiah Satyagraha International Journal of Economics, Management, Business, and Social Science Transekonomika : Akuntansi, Bisnis dan Keuangan BISMA (Bisnis dan Manajemen) Perbanas Journal of Islamic Economics and Business CASHFLOW : CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Dedication : Jurnal Pengabdian Masyarakat Riwayat: Educational Journal of History and Humanities Economic and Education Journal (Ecoducation) KIC International Journal of Educational Research Ecoducation Dinamis: Jurnal Pengabdian Kepada Masyarakat
Nadia Asandimitra Haryono
Universitas Negeri Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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A Systematic Review on Market Orientation and Marketing Performance in SMEs Indarwati, Tias; R.A Sista Paramita; Ujang S. Mubarok; Nadia Asandimitra; Achmad Kautsar
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/

Abstract

Research aim: This study examines the impact of market orientation on the marketing performance of small and medium enterprises (SMEs). Additionally, it identifies mediating and moderating factors that either strengthen or weaken this relationship. Design/Methode/Approach: A Systematic Literature Review (SLR) method was employed using a bibliometric approach to map research trends. The selection process adhered to the PRISMA framework, with an analysis of studies sourced from the Scopus database. Research Finding : The findings indicate that market orientation plays a crucial role in enhancing SME marketing performance. However, its effectiveness is influenced by product innovation, marketing capabilities, digital adoption, and external factors such as regulations and market competition. Theoretical contribution/Originality: This study enriches the literature on market orientation and marketing performance in SMEs through a systematic synthesis. The findings highlight the importance of integrating market orientation with innovation and digitalization to improve SME competitiveness. Practitioner/Policy implication: For SME practitioners, this study underscores the importance of market-oriented marketing strategies supported by innovation and digitalization. Moreover, policymakers should facilitate access to financing and digital marketing training for SMEs to enhance their market performance. Research limitation: This study is limited to a literature review and does not capture the dynamic challenges faced by SMEs directly.
Co-Authors ACHMAD KAUTSAR Aditya Yanuar Ramadhan Aditya Yoshua Afriani, Tia Agus Frianto Alfrin Erman Sampoerno Amirusholihin Amirusholihin Anang Kistyanto Andre Dwijanto Witjaksono Andry Irwanto Anglia Dinda Pramedi Aris Sasurya Arsheila Primadita Bagus Pribadi, Bagus Cahyono, Gilang Indra Damaiyanti, Arif Fera Daniel Siahaan Depi Milayati, Depi Dewanti, Vicky Pradita Dewie Trie Wijayati Dian Ulya Putra Dina Ika Kaptiana Dita Kurnia Rahmadani Dita Rahmawati Dyana Novita Taristy Fahrizal Anwar Febrika Yogie Hermanto Fifin Andhiana Firda Khoirotun Nisa Fresha Kharisma Fridana, Ifanda Ogix Frisca Novia Sukmawati Gilang Indra Cahyono Hantono, Ulil Hariyati Hariyati Helmi Ishartanto Hery Widijanto I Made Narsa Indarwati, Tias Insyirah Putikadea Irkham, Nuriyah Jamik Jamik Khusnul Fikriyah Kurniawan, Yogi Ade Tia Ladi Wajuba Perdini Fisabilillah M. Riadhos Solichin Mahadevi, Syifa Aulia Marisyah Dwi Ambarsari Mawalia Ulumudiniati Moch. Sigit Prabowo Moh Maulidi Syarif Mongid, Abdul MONIKA TIARAWATI Monika Tiarawati Muhammad Danang Mahardhika Nabiilah, Irfani Azzah Nindria Untarini Noni Aisyah Sofiamira Nugraha, Egananda Septian Nurul Rizqia V. Lumaela Nurul Rizqia V. Lumaela Prabowo, Moch. Sigit Prabowo, Sony Ilham Pramedi, Anglia Dinda Priscilla Irene Sudiro R.A. Sista Paramita Rahayu Mardikaningsih Rahmawati, Rahmawati Rasyidi Faiz Akbar Ratih Amelia, Ratih Refiana Dwi Maghfiroh Resty Apriliana Ningsih Rindik Rita Purwaningsih Riskhy Tia Femianita Rohmah, Eva Mujayati Safa Tasya Amalia Sari, Windy Puspita Septyan budy Cahya Shalahudin Al Ayubi Siti Mauidhoh Syarfi Sony Ilham Prabowo Sri Setyo Iriani Syarfi, Siti Mauidhoh Syifa Aulia Mahadevi Tia Afriani Ucik Siswoyo Ujang S. Mubarok Ulil Hantono Ulil Hartono Ulil Hartono Veni Rafida Vicky Pradita Dewanti Vivi Pratiwi Widyastuti WIDYASTUTI Widyastuti Widyastuti Widyastuti Widyastuti Wiwik Handayani Yessy Artanti Zulfialdi, M. Farid