Pengaruh orientasi pasar, kreativitas dan inovasi produk terhadap kinerja pemasaran UMKM

Abstract

Abstrac t. This study aims to determine the effect of market orientation, product creativity, and product innovation on food SMEs’ marketing performance in Bogor. The method used is multiple linear regression analysis. the research sample used 100 food SMEs. The results showed that simultaneously and partially the variables of market orientation, product creativity, and product innovation had a positive and significant effect on food SMEs’ marketing performance in Bogor. For further research, other variables that affect marketing performance can be added, including entrepreneurial orientation, learning orientation, brand image, customer value, and product quality in addition to increasing the number of samples of non-food SMEs. Keywords: Marketing Performance; Market Orientation; Product Creativity; Product Innovation. Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh orientasi pasar, kreativitas produk dan inovasi produk terhadap kinerja pemasaran UMKM makanan di Kota Bogor. Metode yang digunakan adalah analisis regresi linier berganda. Sampel berjumlah 100 pelaku UMKM makanan. Hasil penelitian menunjukkan bahwa secara simultan dan parsial variabel orientasi pasar, kreativitas produk dan inovasi produk berpengaruh positif dan signifikan terhadap kinerja pemasaran UMKM makanan di Kota Bogor. Untuk penelitian selanjutnya dapat ditambahkan variabel-variabel lain yang mempengaruhi kinerja pemasaran, diantaranya adalah orientasi kewirausahaan, orientasi pembelajaran, citra merek, nilai pelanggan dan kualitas produk serta menambah jumlah sampel UMKM non makanan Kata Kunci : Inovasi Produk; Kinerja Pemasaran; Kreativitas Produk; Orientasi Pasar

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