Open AccessPengaruh Orientasi Pasar, Konsumen, Merek, dan Inovasi Layanan terhadap Kinerja Umkm di Yogyakarta
Author(s) -
Gunawan Yulianto
Publication year - 2021
Publication title -
media wisata
Language(s) - English
Resource type - Journals
eISSN - 2685-8436
pISSN - 1693-5969
DOI - 10.36276/mws.v17i1.146
Subject(s) - business , market orientation , business administration , customer orientation , marketing , service (business) , regression analysis , test (biology) , advertising , mathematics , statistics , botany , biology
This study seeks to assess the relationship between Micro, Small and Medium Enterprises (MSME) firm performance and market orientation, customer orientation, brand orientation and service innovation in development for all businesses. In past, very few studies have focused on the effect of marketing-related variables on MSMEs. This study aspires to put some insight into this. Data were collected from creative industry MSME business firm entrepreneurs located in Yogyakarta, A total of 91 MSME entrepreneurs were surveyed in the study through adopting tested survey questionnaires from the past literature. Correlation and regression analysis were used to test the hypotheses. Result indicates that market orientation, customer orientation, brand orientation and service innovation have a positive direct influence on MSME performance