PENGARUH ORIENTASI PASAR, KREATIVITAS, DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN UMKM

Maulidan  Ircham Suwarno; Nur  Laily

Maulidan Ircham Suwarno Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Nur Laily Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: market orientation, creativity, product innovation, and marketing performance

Abstract

This research aims to find out the effect of market orientation, creativity, and product innovation on UMKM's marketing performance at the Culinary Tourism Center, West Surabaya. The research applies quantitatively. The population consists of UMKM practitioners at the Culinary Tourism Center, West Surabaya with an unknown number of the population. probability. Furthermore, 98 respondents were taken as the samples with the Lemeshow. The instrument in the data collection used a questionnaire. The questionnaires were distributed to the respondents. Moreover, the data analysis technique used multiple linear regressions with SPSS (Statistical Product and Service Solution) 26 versions. The result indicates that market orientation has a positive and significant effect on UMKM's marketing performance at the Culinary Tourism Center, West Surabaya. Likewise, creativity has a positive and significant effect on UMKM's marketing performance at the Culinary Tourism Center, West Surabaya. Similarly, product innovation has a positive and significant effect on UMKM's marketing performance at the Culinary Tourism Center, West Surabaya.