PENGARUH ORIENTASI PASAR, ORIENTASI KEWIRAUSAHAAN DAN KEUNGGULAN BERSAING TERHADAP KINERJA PEMASARAN PADA UMKM AMPLANG DI SAMARINDA

Abstract

This research was conducted on Amplang Shop owners in Samarinda who sell Amplang. The population of this study used population categories and samples were taken as many as 30 respndents whit Non Probability Sampling whit sampling techniques using incidental sampling.

Data collection is done by distributing questionnaires from google form using linkert scale to measure each indicator. The analysis tool used in this study is multiple linear regression using the SPSS statistical program version 25.

The results of this study show that Market Orientation has a positive and significant effect on marketing performance in amplang MSMEs in Samarinda. Entrepreneurial Orientation has a positive and significant effect on marketing performance in amplang MSMEs in Samarinda. Competitive Advantage has a positive and significant effect on marketing performance in amplang MSMEs in Samarinda. Marketing performance consisting of market orientation, entreprenuerial orientation and sompetitive advantage has a positive and significant effect together on marketing performance in amplang MSMEs in Samarinda. This means that the better the marketing performance, the steps to attract more buyers,develop sales strategies, increase business profits in amplang

MSMEs in Samarinda.