Published: 2024-07-01

Studi Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM di Kabupaten Indramayu

DOI: 10.35870/emt.v8i3.2406

Meddy Nurpratama, Nana Supriatna Sonjaya, Agus Yudianto, Ismail Agung
  • Meddy Nurpratama: Universitas Wiralodra ROR
  • Nana Supriatna Sonjaya: Universitas Wiralodra ROR
  • Agus Yudianto: Universitas Wiralodra ROR
  • Ismail Agung: Universitas Wiralodra ROR
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Abstract

This study aims to determine the influence of market orientation and product innovation on the marketing performance of MSMEs in Indramayu Regency. The method used in this research is multiple linear regression analysis. Data were obtained through the distribution of questionnaires to respondents who are MSME actors in Indramayu. Data analysis was conducted using multiple linear regression techniques to identify the relationship between independent and dependent variables. Additionally, this study uses Pearson correlation to examine the relationship between market orientation and product innovation with marketing performance. The results of the study show that both market orientation and product innovation have a significant and positive influence on the marketing performance of MSMEs. These findings emphasize the importance for MSMEs to integrate market orientation and product innovation into their marketing strategies to enhance marketing effectiveness and efficiency, and support business growth

Keywords

Market Orientation; Product Innovation; Marketing Performance

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How to Cite

Nurpratama, M., Sonjaya, N. S., & Yudianto, A. (2024). Studi Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM di Kabupaten Indramayu (I. Agung, Trans.). Jurnal EMT KITA, 8(3), 822-831. https://doi.org/10.35870/emt.v8i3.2406
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 3 (2024)

  • Section: Articles

  • Published: 2024-07-01

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Author Biographies
Meddy Nurpratama, Universitas Wiralodra
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Wiralodra, Kabupaten Indramayu, Provinsi Jawa Barat, Indonesia

Nana Supriatna Sonjaya, Universitas Wiralodra
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Wiralodra, Kabupaten Indramayu, Provinsi Jawa Barat, Indonesia

Agus Yudianto, Universitas Wiralodra
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Program Studi Manajemen, Fakultas Ekonomi, Universitas Wiralodra, Kabupaten Indramayu, Provinsi Jawa Barat, Indonesia

Ismail Agung, Universitas Wiralodra
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Wiralodra, Kabupaten Indramayu, Provinsi Jawa Barat, Indonesia

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