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Lani Melani
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Decision Sciences, Operations Research & Management

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Pengaruh Orientasi Pasar dan Jaringan Terhadap Kinerja Usaha Industri Makanan Oleh-Oleh Lani Melani; Marina Marina
Jurnal Bintang Manajemen Vol. 2 No. 3 (2024): September : Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v2i3.3158

Abstract

This study aims to analyze the impact of market orientation and networking on business performance in the souvenir food industry. The research was conducted using a quantitative approach by distributing questionnaires to 40 respondents. Data analysis included normality tests, linear regression analysis, and the coefficient of determination to determine the relationship between variables. The results showed that market orientation and networking significantly affect business performance, with a coefficient of determination of 70%. Market orientation had a regression coefficient of 0.50 and networking had a regression coefficient of 0.45, both significant at p < 0.05.
Co-Authors Marina Marina