Falentina, Disa and Muhammad Danial, R. Deni and Nurmala, Resa (2022) PENGARUH ORIENTASI PASAR DAN INOVASI STRATEGI TERHADAP KINERJA USAHA MIKRO KECIL DAN MENENGAH (UMKM) PADA MASA COVID-19. COSTING : Journal of Economic, Bussines and Accounting, 6 (1). pp. 338-343. ISSN 2597-5234

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Abstract

This study aims to determine the description and influence on market orientation, strategic innovation on the performanceof of micro, small and medium enterprises (MSMEs) in the city of Sukabumi during the Covid-19 period. The type of research carried out is quantitative research with a strategic management approach method. The population is fashion MSME in Sukabumi City totaling 38. The data collection technique uses total sampling, which means that the entire population in this study is sampled. Data analysis technique using the validity and reliability test of IBM SPSS version 26for windows. The result of multiple linear regression analysis show that market orientation (X1) and innovation (X2)affect the performance of MSME (Y) indicated by a sig value of more than 0,05 and obtained a t table of 1,68709 so H1 and H0 were rejected, meaning that there was a positive influence on market orientation on the performance of MSME in Sukabumi City.

Item Type:	Article
Uncontrolled Keywords:	market orientation, strategic inovation, MSME
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	16 Mar 2023 05:16
Last Modified:	16 Mar 2023 05:16
URI:	http://eprints.ummi.ac.id/id/eprint/3103

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