Pengaruh Market Orientation Terhadap Kinerja Pemasaran UKM Di Kota Padang

Abstract

The purpose of this study was to inversigate the effect of market orientation dimensions on the marketing performance of Small and Mediun Entrerprise (SMEs) in Padang City. The study population is all SMEs located in Padang city and numbers of respondent were accounted for 88 SMEs. In order to test hypotheses, this study conducted multiple regression analysis by using Statistical Package for Social Science (SPSS) version 16.0. The results of analysis displayed that 1) customer orientation positively and significantly explained marketing performance. 2) Competitor orientation positively and significantly explained marketing performance. and 3) Inter-functional coordination positively and significantly explained marketing performance. 4) Competitor orientation was registred to have the strongest effect on marketing performnace, then followed by customer orientation and inter-functional coordination respectively. The findings of this study provided practical contribution and recommendation to enhancing competitor orientation, customer orientation, and as well as inter-functional coordination.
Keywords: Market Orientation, Marketing Performance, SMEs.