ORIENTASI PASAR DAN KINERJA PERUSAHAAN PADA MASA PANDEMI COVID-19: PERAN E-COMMERCE SEBAGAI MODERASI (Studi UMKM Di Kota Solo)

Sriyanto Sriyanto (Fakultas Ekonomi, STIE Atma Bhakti Surakarta)
Nina Adelina (Fakultas Ekonomi, STIE Atma Bhakti Surakarta)

Riset Manajemen dan Akuntansi
Vol 11, No 2 (2020): Riset Manajemen Dan Akuntansi Volume 11 Nomor 2 November 2020

This study aims to analyze the effect of market orientation and application of e-commerce on firm performance, and the effect of market orientation on firm performance moderated by application of e-commerce. The sample of this study is 100 entrepreneurs of SMEs in Solo city, using a purposive sampling technique. Data analysis using regression moderating analysis. The conclusion of the hypothesis test result (1) market orientation and application of e-commerce have a significant effect on firm performance. (2) application of e-commerce can moderate that reinforces the effect of market orientation on firm performance.