Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran pada UMKM Kripik Buah di Kota Batu

Abstract

The wide open of ASEAN market will be either an opportunity or threat for domestic manufacturers. The easier way to enter the products from ASEAN into Indonesia make more intense competition so that the manufacturers should recognize and understand their resource and how to manage their resource. One of the ways to deal with wide-open ASEAN market is by increasing marketing performance. MArketing performance is an activity consists of understanding, creating, communicating, and providing value to consumers which the goal is increasing company's profit and consumers' activity. There is a factor effecting on the marketing performance, market orientation. The present study aims at determining the effect of market orientation on market performance of 30 SMEs of fruit chips in Batu. The population of the study is 30 SMEs of fruit chips in Batu while the sample is the whole population of the study ( survey research). The present study is a quantitative research. The data analysis employed is regression analysis. In conclusion, market orientation has positive significant effect on market performance. In addition, the present study suggests that the SMEs should increase activities which are able to enhance market orientation.