The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of Culinary MSMEs in Cirebon City

Authors

  • Fadel Muhamad Universitas Swadaya Gunung Jati Cirebon
  • Zahwa Shofiyaturrahmah Universitas Swadaya Gunung Jati Cirebon
  • Soesanty Maulany Universitas Swadaya Gunung Jati Cirebon

DOI:

https://doi.org/10.59141/jrssem.v3i11.657

Keywords:

entrepreneurial orientation;, market orientation;, product innovation

Abstract

This research was conducted with the aim to analyze the influence of entrepreneurial orientation, market orientation and product innovation on marketing performance in culinary MSMEs in Kesambi District. This research method uses quantitative research methods. The results showed that the first hypothesis was accepted, which means that entrepreneurial orientation has a positive and significant effect on the marketing performance of the Research. The results showed that the second hypothesis was accepted, which means that market orientation has a positive and significant effect on marketing performance. The results showed that the third hypothesis was accepted, which means that product innovation has a positive and significant effect on marketing performance. The results showed that the fourth hypothesis was accepted, which means that Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance. Based on the results of the analysis that has been described regarding the influence of entrepreneurial orientation, market orientation and product innovation on the marketing performance of culinary MSMEs in the city of Cirebon, especially in Kesambi District, it is concluded that Entrepreneurial Orientation has a positive and significant effect on Marketing Performance. Market Orientation has a positive and significant effect on Marketing Performance. Product Innovation has a positive and significant effect on Marketing Performance. Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance.

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Published

2024-06-05

How to Cite

Muhamad, F. ., Shofiyaturrahmah , Z. ., & Maulany, S. (2024). The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of Culinary MSMEs in Cirebon City. Journal Research of Social Science, Economics, and Management, 3(11), 1942–1954. https://doi.org/10.59141/jrssem.v3i11.657

Issue

Vol. 3 No. 11 (2024): Journal Research of Social Science, Economics, and Management

Section

Articles

License

Copyright (c) 2024 Fadel Muhamad, Zahwa Shofiyaturrahmah , Soesanty Maulany

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