PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PEMBELAJARAN TERHADAP KINERJA PEMASARAN MELALUI ORIENTASI PELANGGAN DAN ORIENTASI INOVASI UKM KONVEKSI DI KABUPATEN SRAGEN

Abstract

The purpose of this study is to determine the effect of entrepreneurship orientation and learning orientation on marketing performance through customer orientation and innovation orientation of conventional SME in Sragen regency. The population of this research is convection SME in Sragen regency. The sample is 100 respondents. The analysis used is path analysis. The result of this research shows that entrepreneurship orientation and learning orientation have positive and significant impact on customer orientation. The orientation of entrepreneurship and learning orientation has a positive and significant impact on innovation orientation. The orientation of entrepreneurship, customer orientation and innovation orientation have a positive and significant impact on marketing performance. And the learning orientation has a negative and insignificant effect on marketing performance. The most dominant variable is the variable orientation of learning through innovation orientation to marketing performance.