PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KINERJA BISNIS PADA UMKM PEMPEK DI KOTA PALEMBANG

Vikar, Rama (2022) PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KINERJA BISNIS PADA UMKM PEMPEK DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This research was conducted with the aim of proving the effect of market orientation and product innovation on business performance in UMKM in Palembang City.This type of research is causal associative through a quantitative approach. The data used is primary data derived from respondents' answers to questionnaires (questionnaires) distributed online using Google Form and offline (face to face).The population in this study is Pempek traders in Palembang City, where the Pempek traders are included in the population whose total number cannot be known. The sampling technique is the minimum number of samples is 5 times the number of question items contained in the questionnaire. Hypothesis testing is done by multiple regression analysis. The results of this study indicate that there is an influence of market orientation and product innovation on business performance in UMKM in Palembang City. Keywords: Market Orientation, Product Inovation, Business Performance, UMKM.

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