Authors :
Muhammad Ichwan Musa; Chalid Imran Musa; Anita Aqshary Thamrin
Volume/Issue :
Volume 7 - 2022, Issue 11 - November
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3jIfRWo
DOI :
https://doi.org/10.5281/zenodo.7495776
Abstract :
This study aims to determine how the
influence of market orientation and innovation on
marketing performance. The number of samples used
was 50 employees who were divided from 5 Creative
Industry MSME Sectors in Makassar city. Data
collection was carried out using interviews, observation
and questionnaires. The data analysis technique used is
multiple linear regression analysis using the Statistical
Program for Social Science (SPSS).
The results of this study indicate that market
orientation (X1) partially has a positive and significant
influence on marketing performance. Product
Innovation (X2) partially has a positive and significant
impact on marketing performance. And simultaneously
the two independent variables have a significant
influence on marketing performance.
Keywords :
Market Orientation, Product Innovation, Marketing Performance.
This study aims to determine how the
influence of market orientation and innovation on
marketing performance. The number of samples used
was 50 employees who were divided from 5 Creative
Industry MSME Sectors in Makassar city. Data
collection was carried out using interviews, observation
and questionnaires. The data analysis technique used is
multiple linear regression analysis using the Statistical
Program for Social Science (SPSS).
The results of this study indicate that market
orientation (X1) partially has a positive and significant
influence on marketing performance. Product
Innovation (X2) partially has a positive and significant
impact on marketing performance. And simultaneously
the two independent variables have a significant
influence on marketing performance.
Keywords :
Market Orientation, Product Innovation, Marketing Performance.
