PENGARUH ORIENTASI PASAR, KREATIVITAS DAN INOVASI
PRODUK TERHADAP KINERJA PEMASARAN PADA UMKM
MAKANAN DI KOTA BOGOR
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Institusion
Universitas Djuanda
Author
Putri, Marwah Eka
Subject
HB Economic Theory
Datestamp
2022-04-21 06:31:31
Abstract :
THE EFFECT OF MARKET ORIENTATION, CREATIVITY AND PRODUCT INNOVATION ON MARKETING PERFORMANCE ON FOOD MSMES IN BOGOR CITY Marwah Eka Putri Program Studi Manajemen Fakultas Ekonomi Universitas Djuanda Bogor marwaheka.18@gmail.com ABSTRACT In companies, marketing performance is important to achieve because marketing performance is an achievement obtained by the company in achieving sales targets in the market with certain strategies. Given the large influence of market orientation, product creativity and product innovation on marketing performance, it is proper for business actors to pay attention to market orientation in their business and creativity and innovation to the products produced, so that company goals are more easily achieved. This study aims to determine the effect of market orientation, product creativity and product innovation on the marketing performance of food SMEs in the city of Bogor. The method used is multiple linear regression analysis. The sample is 100 food MSME actors. The results showed that simultaneously and partially the variables of market orientation, product creativity and product innovation had a positive and significant effect on the marketing performance of food SMEs in the city of Bogor. Keywords: Market Orientation, Product Creativity, Product Innovation, Marketing Performance.
THE EFFECT OF MARKET ORIENTATION, CREATIVITY AND PRODUCT INNOVATION ON MARKETING PERFORMANCE ON FOOD MSMES IN BOGOR CITY Marwah Eka Putri Program Studi Manajemen Fakultas Ekonomi Universitas Djuanda Bogor marwaheka.18@gmail.com ABSTRACT In companies, marketing performance is important to achieve because marketing performance is an achievement obtained by the company in achieving sales targets in the market with certain strategies. Given the large influence of market orientation, product creativity and product innovation on marketing performance, it is proper for business actors to pay attention to market orientation in their business and creativity and innovation to the products produced, so that company goals are more easily achieved. This study aims to determine the effect of market orientation, product creativity and product innovation on the marketing performance of food SMEs in the city of Bogor. The method used is multiple linear regression analysis. The sample is 100 food MSME actors. The results showed that simultaneously and partially the variables of market orientation, product creativity and product innovation had a positive and significant effect on the marketing performance of food SMEs in the city of Bogor. Keywords: Market Orientation, Product Creativity, Product Innovation, Marketing Performance.
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