PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN MELALUI PEMASARAN DIGITAL UMKM SEBAGAI VARIABEL INTERVENING ( KASUS PADA UMKM DI KOTA SURABAYA )

Abstract

This research aimed to examine the effect of market orientation on the market performance with the digital marketer as the intervening variable at UMKM Surabaya. The research was quantitative. The population was all UMKM business practitioners in Surabaya. Moreover, the data collection technique used a nonprobability sampling technique, in which the sample was determined. In line with that, there were 105 respondents as the sample. Furthermore, the instrument in the data collection technique was a questionnaire. the data analysis technique used Partial Least Square (PLS) with the instrument application of SmartPLS 3.0 version. The result indicated that market orientation had a positive and significant effect on the market performance at UMKM Surabaya. Additionally, market orientation had a positive and significant effect on digital marketing at UMKM Surabaya. Likewise, digital marketing had a positive and significant effect on the market performance at UMKM Surabaya. In addition, market orientation had a positive and significant effect on the market performance through digital marketing at UMKM Surabaya.