Entrepreneurship Orientation and Market Orientation Effect on Marketing Performance through Product Innovation: a Case Study of Snack Small and Medium-Sized Enterprises in Tangerang

Achmad Zuldin Syafii ()
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Achmad Zuldin Syafii: Universitas Hsanuddin Makassar

A chapter in Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023), 2024, pp 579-586 from Springer

Abstract: Abstract Micro, small, and medium-sized enterprises (MSMEs) are important for improving and growing regional economic growth. This research is a quantitative study that involves analyzing both primary and secondary statistics. The main method of collecting information was questionnaires and utilizing the Likert scale as a measuring tool. The population for this study consists of all Tangerang-based small- and medium-sized snack food business owners who still need to optimize their advertising and marketing strategies. This study utilized purposive sampling to gather data from 76 respondents concurrently. The study examined the data using T-tests, regression analysis, and mediator variable analysis. Based on the analysis result, it can be concluded that in snack food SMEs in Tangerang: a) marketing performance is affected significantly by market orientation; b) innovation is significantly affected by Entrepreneurial orientation; and c) the marketing performance is both positively and significantly affected by product innovation.

Keywords: Entrepreneurship Orientation; Market Orientation; Product Innovation; Marketing Performance (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-400-6_44

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DOI: 10.2991/978-94-6463-400-6_44

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