The Role Of Market Orientation On The Marketing Performance Of Online Cake SMEs In Pontianak Through Product Innovation
DOI:
https://doi.org/10.35870/jemsi.v11i6.5520Keywords:
Market Orientation, Product Innovation, Marketing Performance, MSME Actors, Online CakesAbstract
Technological developments after COVID-19 have increased sharply. This has significantly changed people's consumption patterns, as physical stores have operational time constraints and target markets that are only in their immediate vicinity. The purpose of this study is to examine whether market orientation plays a role in marketing performance through product innovation as a mediating variable for online cake MSMEs in the city of Pontianak. The research population consists of SME operators selling cakes in Pontianak who use social media. The sample size is 127 respondents. This study was conducted using Amos software with a quantitative research method. Based on the hypothesis test results, it can be seen that market orientation has a direct effect on product innovation, namely CR exceeds 1.9 and P is less than 0.05. Product innovation also has a direct effect on marketing performance, namely CR also exceeds 1.9 and P is less than 0.05. Meanwhile, market orientation does not have a direct effect on marketing performance because CR is less than 1.9 and P exceeds 0.05. However, the Sobel test results indicate that market orientation affects marketing performance with product innovation as a mediating variable because the calculated T is greater than the table T. Therefore, it can be concluded that the combination of these two variables, market orientation and product innovation, can strengthen the marketing performance of MSME players, especially those who sell cakes online using social media in the Pontianak area.
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