Analysis of Market Orientation and Innovation on SMEs Business Performance: Evidence in Kebumen
Keywords:
SMEs, Business Performance, Market Orientation, Innovation
Abstract
This study aims to analyze empirically the influence of customer orientation, competitor orientation, coordination between functions, innovation on business performance in SMEs in Kebumen. The research data was obtained from SME businesses to scientifically test whether customer orientation, competitor orientation, coordination between functions, innovation affects business performance. The sample used in this study were 100 SMEs in Kebumen Regency who had met the established criteria. The analytical method used is multiple linear regression analysis, using the SPSS 21.0 for windows statistical computer program. The results of hypothesis testing in this study indicate that customer orientation and coordination between functions have a positive effect on business performance. Whereas competitor orientation and innovation have no influence on business performance.
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References
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Bakti, S., & Harun, H. (2011). Pengaruh Orientasi Pasar Dan Nilai Pelanggan Terhadap Kinerja Pemasaran Maskapai Penerbangan Lion Air.(Effect of Market Orientation and Customer Value on Marketing Performance of Lion Airlines Corporation). Jurnal Manajemen Pemasaran Modern, 1-14.
Bernardin, H. J., Russell, J. E., & Bernardin, H. J. (2007). Human resource management: An experiential approach. New York: McGraw-Hill.
Castro, C. B., Armario, E. M., & del Río, M. E. S. (2005). Consequences of market orientation for customers and employees. European Journal of Marketing, 616-673.
Crawford, C. M. (2008). New products management. Tata McGraw-Hill Education.
Darroch, J. (2005). Knowledge management, innovation and firm performance. Journal of knowledge management, 9(3), 101-115.
Deshpandé, R., & Farley, J. U. (1996). Understanding market orientation: a prospectively designed meta-analysis of three market orientation scales. Marketing Science Institute, Cambridge.
Ferdinand, A. (1999). Strategy Pathways towards Sustainable Competitive Advantage. DBA Thesis. Southern Cross University, Australia.
Ferdinand, A. (2004). Strategic Selling in Management. Research paper series. Seri Penelitian Manajemen No, 3.
Ferdinand, A. (2006). Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis dan Disertasi Ilmu Manajemen. Universitas Diponegoro, Semarang.
Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: is innovation a missing link?. Journal of marketing, 62(4), 30-45.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of marketing, 57(3), 53-70.
Julian, C. C. (2010). The market orientation-marketing performance relationship–the empirical link in international joint ventures. International Journal of Trade and Global Markets, 3(4), 414-431.
Keskin, H. (2006). Market orientation, learning orientation, and innovation capabilities in SMEs. European Journal of innovation management, 9(4), 396-417.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of marketing, 54(2), 1-18.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of marketing, 54(4), 20-35.
Pelham, A. M. (1997). Mediating influences on the relationsmp between market orientation and profitability in small industrial firms. Journal of Marketing Theory and Practice, 5(3), 55-76.
Putranto, S. E. (2003). Studi Mengenai Orientasi Strategi dan Kinerja Pemasaran. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 2(1), 93-110.
Selnes, F., Jaworski, B. J., & Kohli, A. K. (1996). Market orientation in United States and Scandinavian companies. A cross-cultural study. Scandinavian journal of management, 12(2), 139-157.
Sismanto, A. (2006). Analisis Pengaruh Orientasi Pembelajaran, Orientasi Pasar Dan Inovasi Terhadap Keunggulan Bersaing Untuk Meningkatkan Kinerja Pemasaran (Studi Empiris Pada Industri Kecil dan menengah Produk Makanan di Propinsi Bengkulu). Doctoral Dissertation program Pascasarjana. Universitas Diponegoro.
Sugiyono, (2009). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Tjiptono, F., Chandra, G., & Adriana, D. (2012). Pemasaran strategik. Yogyakarta: Andi.
Published
2020-07-31
How to Cite
Susilowati, I., & Kaharti, E. (2020). Analysis of Market Orientation and Innovation on SMEs Business Performance: Evidence in Kebumen. Fokus Bisnis : Media Pengkajian Manajemen Dan Akuntansi, 19(1), 1-10. https://doi.org/10.32639/fokusbisnis.v19i1.383
Section
Articles
