The Effect of Market Orientation on MSMEs Marketing Performance during the Covid-19 Pandemic: The Role of MSMEs’ Innovativeness

Abstract

The study aims to analyze the influence of market orientation elements to MSMEs innovation and analyze the influence of MSMEs innovation on MSMEs’ marketing performance before and during the Covid-19 pandemic. The sample in this research was 150 MSMEs owners in Banyumas, Central Java, Indonesia. Partial Least Square (PLS) is used in data analysis to test hypotheses. The findings of this study confirm that coordination between employees, competitor orientation, and consumer orientation positively affects MSMEs’ innovativeness and MSMEs’ innovativeness positively affects marketing performance before the Covid-19 pandemic, but MSMEs’ innovativeness had no effect on marketing performance during the Pandemic Covid-19.