Pengaruh Orientasi Pasar, Konsumen, merek, dan Inovasi Layanan Terhadap Kinerja UMKM di Yogyakarta

Yulianto, Gunawan (2019) Pengaruh Orientasi Pasar, Konsumen, merek, dan Inovasi Layanan Terhadap Kinerja UMKM di Yogyakarta. Jurnal Media Wisata, 17 (1). pp. 11-24. ISSN 16935969

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Abstract

This study seeks to assess the relationship between Micro, Small and Medium Enterprises (MSME) firm performance and market orientation, customer orientation, brand orientation and service innovation in development for all businesses. In past, very few studies have focused on the effect of marketing-related variables on MSMEs. This study aspires to put some insight into this. Data were collected from creative industry MSME business firm entrepreneurs located in Yogyakarta, A total of 91 MSME entrepreneurs were surveyed in the study through adopting tested survey questionnaires from the past literature. Correlation and regression analysis were used to test the hypotheses. Result indicates that market orientation, customer orientation, brand orientation and service innovation have a positive direct influence on MSME performance

Item Type:	Article
Uncontrolled Keywords:	Market Orientation; Customer Orientation; Brand Orientation; Service Innovation; MSME Performance
Subjects:	Tourism Economy Economy > Customer and Consumer > Customer / Consumer Interest Tourism > Community Based Tourism Economy > Customer and Consumer > Customer / Consumer Decision Corporate Business, Business Organization > Human Resource Development > Employee > Work Motivation
Divisions:	Pariwisata S-I
Depositing User:	Bama Suprobojati SIP.
Date Deposited:	18 Feb 2025 05:20
Last Modified:	18 Feb 2025 05:20
URI:	http://repository.ampta.ac.id/id/eprint/2245

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