PENGARUH ORIENTASI PASAR, INOVASI PRODUK TERHADAP KINERJA PEMASARAN PADA UKM DI PROVINSI YOGYAKARTA

Abstract

This study aims to determine the effect of market orientation and product innovation on the
marketing performance of SMEs in Yogyakarta Province. This study uses a purposive
sampling technique with a sample size of 139 SMEs respondents. Data is subjected to data
quality testing, classical assumptions, and hypothesis testing using multiple linear regression.
The result shows that market orientation and product innovation have a positive effect on
marketing performance.