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.