The Impact of Market Orientation and Product Innovation to The Marketing Performance of MSME Local Dessert (Dodol) Ibu Hj. Murnihati - Bekasi

Abstract

This research aims to determine the influence of market orientation and product innovation on marketing performance at the Dodol Industrial Center, Ibu Hj. Murnihati Kp. Ceger Bekasi District empirically, both partially and simultaneously. This population is employees and consumers of the Dodol Industrial Center, Mrs. Hj. Murnihati Kp. Ceger, Bekasi District, this research used a sample of 60 respondents where the questionnaire was carried out via Google. From sampling using the Nonprobability Sampling method with the saturated sampling method (Census) Data analysis method using Multiple Linear Regression Test, with Partial and Simultaneous Hypothesis Testing processed using the SPSS Version 26.0 program.  The results of this research show that the two independent variables, namely Market Orientation and Product Innovation, have a positive and significant effect, both partially and simultaneously, on the dependent variable Marketing Performance. In addition, in this research, Market Orientation and Product Innovation explain Marketing Performance by 82.8%. The remaining 17 .2% is influenced by other factors.