The Influence of Market Orientation on Marketing Performances in Micro Small and Medium-Sized (MSMEs) Coconut Sugar Enterprises: The Role of Innovation

被引：0
|
作者：
Suliyanto [1 ]
Novandari, Weni [1 ]
Suwaryo [1 ]
机构：
[1] Jenderal Soedirman Univ, Econ & Business Fac, Purwokerto, Indonesia
来源：
QUALITY-ACCESS TO SUCCESS | 2019年 / 20卷 / 172期
关键词：
market orientation; marketing performance; micro small and medium-sized coconut sugar enterprises; innovation; CUSTOMER;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Coconut sugar have a huge potential to be developed in Indonesia, unfortunately the welfare of the producers is still lack due to the inability of the products to be marketized on modern and international markets. The products could not meet the needs and wants of those markets. This study aims to investigate the influence of market orientation on marketing performances in MSMEs. The samples are 100 coconut sugar producers, in Banyumas, Central Java, Indonesia. The tool used to analyze this study is structural equation modelling by AMOS program. The study result shows that customer orientation have a positive influence on product and process innovations, competitor orientation have a positive influence on product innovation but have no influence on process innovation, and product and process innovations have positive influences on marketing performances.
引用
收藏
页码：143 / 147
页数：5
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