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