@thesis{thesis,
		author={Sisdayan  Kurnia Okik},
		title ={PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN DENGAN KEMAMPUAN INOVASI PRODUK SEBAGAI VARIABEL INTERVENING
(Studi Kasus pada UMKM Kuliner di Kota Semarang)},
		year={2024},
		url={http://eprints.stiebankbpdjateng.ac.id/1949/},
		abstract={This study aims to determine the influence of entrepreneurial orientation and market orientation on marketing performance with the ability of product innovation as an intervening variable (case study on MSMEs in Semarang City). Sampling using purposive sampling techniques contained in non-probability sampling as many as 100 respondents. The data in this study was processed with the help of Smart Partial Least Square (SEM-PLS) software. This type of research is quantitative research. The data used are primary data obtained from the questionnaire distributed. The data analysis technique used in this study uses Structural Equation Modeling Partial Least Squares (SEM-PLS) which is calculated using SmartPLS software version 4.0.
	The results of this study are entrepreneurial orientation and market orientation have a positive and significant effect on marketing performance. Entrepreneurial orientation and Market Orientation have a positive and significant effect on product innovation. Product Innovation has no effect on Marketing Performance. Product innovation is unable to mediate the influence between entrepreneurial orientation and market orientation on marketing performance

Keywords : Entrepreneurial Orientation, Market Orientation, Marketing Performance, Product Innovation}
		}