The Role of Market Orientation, Customer Orientation, and Digital Marketing in Improving Small and Medium-Sized Enterprises (SMEs) Marketing Performance in Sidoarjo
Peran Market Orientation, Customer Orientation, dan Digital Marketing dalam Meningkatkan Kinerja Pemasaran UMKM di Sidoarjo
DOI:
https://doi.org/10.21070/ups.743Keywords:
Market Orientation, Customer Orientation, Digital Marketing, Marketing PerformanceAbstract
Abstract. This study aims to examine and analyze about the effect of Market Orientation, Customer Orientation, and Digital Marketing on Marketing Performance at Small and Medium-Sized Enterprises (SMEs) Leather Craftmen in Tanggulangin Sidoarjo. The population in this study were all leather craftsmen in Tanggulangin, Sidoarjo. The number of samples used is 100 respondents. The sampling used in this study uses probability sampling techniques with simple random sampling techniques. Data analysis used multiple linear regression data analysis with the SPSS 22.0 application program. The results of the study prove that there is an effect of market orientation on marketing performance, there is an effect of customer orientation marketing performance, and there is an effect of digital marketing on marketing performance. The results of the study prove that market orientation has an effect on marketing performance, customer orientation has an effect on marketing performance, digital marketing has an effect on marketing performance
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