Upaya Meningkatkan Kinerja Pemasaran Produk UMKM diKampung Wisata Tegalwaru Kabupaten Bogor

Abstract

The objective of this study is to examine the effects of entrepreneurship orientation, customer orientatiom, competitor orientation, innovation toward market performance of micro and small business. The population in this study weremicro and small business in Kampung Wisata Bogor. The sample have been gathered at around 100 respondents from the owners businesss. Meanwhile the analysi stechniques used in this research is Structural Equation Modeling (SEM) with Amos software version 16.0. The results indicate that: entrepreneurship orientation wasinfluanced significantl toward customer orientation, entrepreneurship orientation was influence significantly toward competitor orientation entrepreneurship orientation was influence significantly toward innovation. Customer orientation influenced significantly toward market perpormance. Competitor orientation was influenced significantly toward market perpormance. Innovation was not influenced significally toward market perpormance. Keyword: Enterpreneurship orientation, customer orientation, competitor orientation, innovation and market performance.