PENGARUH INOVASI PRODUK DAN ORIENTASI PASAR TERHADAP KINERJA
PEMASARAN UMKM DI MASA PANDEMI COVID 19 (STUDI KASUS PELAKU
UMKM KECAMATAN DUREN SAWIT, JAKARTA TIMUR)
Dublin Core
Title
PENGARUH INOVASI PRODUK DAN ORIENTASI PASAR TERHADAP KINERJA
PEMASARAN UMKM DI MASA PANDEMI COVID 19 (STUDI KASUS PELAKU
UMKM KECAMATAN DUREN SAWIT, JAKARTA TIMUR)
PEMASARAN UMKM DI MASA PANDEMI COVID 19 (STUDI KASUS PELAKU
UMKM KECAMATAN DUREN SAWIT, JAKARTA TIMUR)
Subject
Innovation, Orientation, Marketing Performance
Description
This study aims to determine and analyze the partial and simultaneous effect of
product innovation and market orientation on the marketing performance of
MSMEs in Duren Sawit District. In addition, this research is expected to be a
consideration for MSME actors in paying attention to opportunities for product
innovation and market orientation during the COVID-19 pandemic. Thus, MSME
marketing performance during the COVID-19 pandemic can increase sales that
have declined. This research is included in casual associative research with a
quantitative approach and a population of 1,086 SMEs with a sample calculation
using the slovin formula. Testing the instrument using validity and reliability tests.
While the data analysis method used multiple linear regression analysis, the
coefficient of determination R2 test, T test, and F test. So the number of samples
is 100 respondents. In the sampling technique used using purposive sampling.
Data processing in this study was carried out using SPSS software version 22.0
for windows. The results of this study indicate that the regression equation in this
study shows Y = 11.524 + 0.283(X1) + 0.417(X2) is feasible to use. Based on the
results of the partial correlation, the product innovation variable (X1) has an
influence on marketing performance (Y) of 43.56%, while the market orientation
variable (X2) has an influence on marketing performance (Y) of 34.22%. Based
on the results of the coefficient of determination R2 of 55.1% marketing
performance is influenced by product innovation and market orientation, while
the remaining 44.9% is influenced by other variables.
product innovation and market orientation on the marketing performance of
MSMEs in Duren Sawit District. In addition, this research is expected to be a
consideration for MSME actors in paying attention to opportunities for product
innovation and market orientation during the COVID-19 pandemic. Thus, MSME
marketing performance during the COVID-19 pandemic can increase sales that
have declined. This research is included in casual associative research with a
quantitative approach and a population of 1,086 SMEs with a sample calculation
using the slovin formula. Testing the instrument using validity and reliability tests.
While the data analysis method used multiple linear regression analysis, the
coefficient of determination R2 test, T test, and F test. So the number of samples
is 100 respondents. In the sampling technique used using purposive sampling.
Data processing in this study was carried out using SPSS software version 22.0
for windows. The results of this study indicate that the regression equation in this
study shows Y = 11.524 + 0.283(X1) + 0.417(X2) is feasible to use. Based on the
results of the partial correlation, the product innovation variable (X1) has an
influence on marketing performance (Y) of 43.56%, while the market orientation
variable (X2) has an influence on marketing performance (Y) of 34.22%. Based
on the results of the coefficient of determination R2 of 55.1% marketing
performance is influenced by product innovation and market orientation, while
the remaining 44.9% is influenced by other variables.
Creator
Aulia Rachma1, Titik Purwinarti2, Iis Mariam3
Date
20 Desember 2021
Contributor
PERI IRAWAN
Format
PDF
Language
INDONESIA
Type
TEXT
Files
Collection
Citation
Aulia Rachma1, Titik Purwinarti2, Iis Mariam3, “PENGARUH INOVASI PRODUK DAN ORIENTASI PASAR TERHADAP KINERJA
PEMASARAN UMKM DI MASA PANDEMI COVID 19 (STUDI KASUS PELAKU
UMKM KECAMATAN DUREN SAWIT, JAKARTA TIMUR),” Repository Horizon University Indonesia, accessed February 6, 2025, https://repository.horizon.ac.id/items/show/6359.
PEMASARAN UMKM DI MASA PANDEMI COVID 19 (STUDI KASUS PELAKU
UMKM KECAMATAN DUREN SAWIT, JAKARTA TIMUR),” Repository Horizon University Indonesia, accessed February 6, 2025, https://repository.horizon.ac.id/items/show/6359.