International Journal of Indonesian Business Review
Vol. 1 No. 1 (2022)

The Impact of Market Orientation and Entreprenurial Orientation on SME’s Marketing Performance

Sefnedi, Sefnedi (Unknown)
Sukma, Tri (Unknown)
Yadewani, Dorris (Unknown)

Article Info

Publish Date
15 Aug 2022

Abstract

Purpose – Penelitian ini bertujuan untuk menganalisis dampak orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran pada UMKM kuliner saji di Kota Padang. Methodology/approach – Penelitian ini menggunakan purposive sampling untuk teknik pengambilan sampel. Data diolah dengan menggunakan bantuan software SPSS versi 27. Findings – Hasil penelitian menemukan bahwa orientasi pasar dan orientasi kewirausahaan berpengaruh positif terhadap kinerja pemasaran. Secara spesifik, orientasi kewirausahaan memiliki pengaruh yang paling dominan dibandingkan dengan orientasi pasar. Novelty/value – marketing performance of SMEs has been an important role in every business. However, the determinants of marketing performance of SMEs are still far from conclusive.

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Journal Info
International Journal of Indonesian Business Review
Website

Abbrev

ijibr

Publisher

Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

International Journal of Indonesian Business Review (IJIBR) is is a peer-reviewed economic journal serving as a forum for Business Economics Scholars concerning to area of Accounting, Banking, Economics, Entrepreneurship, Finance, Human Resources Management, and Management. This open accessed ...