Mutia Khoerunisa, . (2025) ANALISIS MARKETING PERFORMANCE PADA UMKM KULINER MELALUI PRODUCT INNOVATION DAN DIGITAL MARKETING CAPABILITY SEBAGAI MODERATOR. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the marketing performance of culinary MSMEs through the perspective of market orientation, entrepreneurial orientation, and product innovation, while also assessing the moderating role of digital marketing capability. The respondents in this study were culinary MSME (Micro, Small, and Medium Enterprises) actors located in South Jakarta. A quantitative method was employed with a purposive sampling technique, involving 201 MSME owners as respondents. Data were collected using a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results show that market orientation has a positive and significant effect on marketing performance, both directly and through the mediation of product innovation. Market orientation also significantly influences product innovation, which in turn has a positive impact on improving marketing performance. On the other hand, entrepreneurial orientation does not significantly affect marketing performance nor product innovation, and thus does not demonstrate an indirect effect via mediation. Additionally, the study finds that digital marketing capability does not significantly moderate the relationship between product innovation and marketing performance. The Importance-Performance Analysis (IPA) supports these findings, showing that indicators of market orientation and product innovation are mostly positioned in Quadrant I (Keep Up the Good Work), indicating that these aspects are considered important and are being performed well from the customers’ perspective. Conversely, most indicators of entrepreneurial orientation and digital marketing fall into Quadrants III and IV, suggesting that although efforts have been made in those areas, customers have not fully perceived their value. This study emphasizes the importance of strengthening market orientation and product innovation as the core strategies to enhance marketing performance in culinary MSMEs, as well as the need to improve digital capabilities and more targeted entrepreneurial implementation.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2310121018] [Pembimbing: Iwan Kresna Setiadi] [Penguji 1: Prasetyo Hadi] [Penguji 2: Yudi Nur Supriadi] |
| Uncontrolled Keywords: | Marketing performance, market orientation, entrepreneurial orientation, product innovation, digital marketing capability |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | MUTIA KHOERUNISA |
| Date Deposited: | 19 Aug 2025 07:35 |
| Last Modified: | 19 Aug 2025 07:35 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38517 |
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