ANALISIS ORIENTASI PASAR DALAM MENINGKATKAN KINERJA BISNIS PADA UMKM DI SURAKARTA

Abstract

This study has a purpose to test the effect of market orientation on business performance. Beside that, this research also examine about the role of competition intensity in moderating effect of market orientation consist of variable of manager pressure, formalization, centralization, and reward system to increase business performance on SMEs in Surakarta.
Respondents used in this study are owner or manager of small and medium enterprises in Surakarta. Amount of respondent that used are 150 SMEs. The method to take sample in this research use the purposive sampling method, with the owner’s criteria is the citizen of Indonesia and has at least 2 staffs . The collecting data method is designed questioner. Validity and reliability test done to make sure the data quality is good. Analysis data that used is Regression Analysis and Moderated Regression Analysis (MRA).
The result of this study show that manager pressure variable has no effect on market orientation, and formalization, centralization, and reward system variable has effect on market orientation, and also market orientation variable has effect on business performance. For moderation effect, the result of analysis show that intensity of competition does not moderate effect of market orientation on business performance.