Anggia Anindyra Edya Putri, . (2026) PENGARUH ORIENTASI PASAR, INOVASI PRODUK, DAN DIGITAL MARKETING TERHADAP KINERJA PEMASARAN UMKM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Currently, Micro, Small, and Medium Enterprises (MSMEs) serve as the backbone of the economy, particularly in developing countries such as Indonesia, contributing 61.07% to GDP and employing nearly 97% of the workforce. Despite their significant role, many MSMEs still face challenges in improving marketing performance amid increasingly competitive business conditions and rapid digital transformation. This study aimed to analyze the effect of market orientation, product innovation, and digital marketing on the marketing performance of MSMEs in DKI Jakarta. The study employed a quantitative descriptive method using primary data collected from 100 MSME owners or business actors in DKI Jakarta through online questionnaires distributed via WhatsApp, Instagram, TikTok, X (Twitter), and Telegram. The collected data were analyzed using Partial Least Squares (PLS) with SmartPLS 4.0 software. The results revealed that digital marketing and product innovation had a significant positive effect on marketing performance, while market orientation had no significant effect. These findings indicate that continuous product innovation and consistent digital marketing strategies are important factors in enhancing marketing performance and maintaining the competitiveness of MSMEs in the digital era.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111137] [Pembimbing: Bernadin Dwi] [Penguji 1: Maria Assumpta Wikantari] [Ketua Penguji: Dienni Ruhjatini Sholihah] |
| Uncontrolled Keywords: | Market Orientation, Product Innovation, Digital Marketing, Marketing Performance, MSMEs. |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions T Technology > T Technology (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | ANGGIA ANINDYRA EDYA PUTRI |
| Date Deposited: | 28 Aug 2026 03:36 |
| Last Modified: | 28 Aug 2026 03:36 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52299 |
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