MENINGKATKAN KINERJA PEMASARAN PADA ERA DIGITAL (Studi Empiris pada UKM di kota Bekasi)

Abstract

The objective of this study is find out the effort in increasing SMEs market performance at digital era in regional area of Bekasi. Its olso conducted to examines the impact of market orientation, product innovation, product competitivness on market erformance in digital era. The research is done by distributing quetioneries to 114 SMEs practitionaries in the regional area ofBekasi. Sampling method used is a non probability sampling with purposive technique. The results indicate that market orientation and product innovation have significant influanced on product competitiveness. Maraket orientation and product innovation have significant influencend on market erformance and product competitiveness has a significant influence on market performance in SMEs at the regional area ofBekasi. Keyword: market orientation, product innovation,competitiveness, market performance, digital era, small and medium enterprises