The Effect of Market Orientation and Innovation on Marketing Performance (Survey of Creative Industry SMEs in Makassar City)

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.

Related Organizations

State University of Makassar
Indonesia

Impact byBIP!

	selected citations These citations are derived from selected sources. This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	0
	popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.	Average
	influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	Average
	impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.	Average