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R.A. Sista Paramita
Universitas Negeri Surabaya
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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 Algia Artha Alifa Salsabila Hidayat Alphamalana, Ivan Lisfi Anang Kistyanto Anggriana, Ringga Samsurufika Ardhana Putri, Saint Seiya Arifin, Muhammad Hanief Artha, Algia Azizah, Tiara Isny Badrus Sholeh Cahyono Jagad Raya Devy Kurnia Sari Dwi Novia Fadillah, Nanda Nur Aini Falabiba, Arina Fandi Fathoni Fandi Fatoni Indarwati , Tias Andarini Indarwati, Tias Indriastuty, Nina Islam, Muh Ariffudin Ivan Lisfi Alphamalana Kautsar, Achmad Khoirur Rozaq Laila Marta Zarika M. Choirul Anwar Nadia Asandimitra Haryono Nanda Nur Aini Fadillah Nugrahanti, Ratri Buda Nugraheni, Rina Nurul Indawati Oktavia, Windy Dwi Prahesti, Sebtian Dwi Purwohandoko Purwohandoko Putri, Abel Lina Rahayu, Imami Arum Tri Raya, Cahyono Jagad Rina Nugraheni Ringga Samsurufika Anggriana Riska Dhenabayu Riski Ardiyansyah Rosa Prafitri Juniarti Safalah, Jenni Sari, Devy Kurnia Sebtian Dwi Prahesti Sophianita, Amelia Sultan Laska Ortega Tias A. Indarwati Tias Andarini Indarwati Ujang S. Mubarok Ulil Hartono Wiwik Handayani Yunianto, Tias Andarini Yuyun Isbanah Zarika, Laila Marta