The Effect of Market Orientation, Entrepreneurial Orientation and Learning Orientation on Marketing Innovations and their Implications on the Marketing Performance of Micro Actor in Bandung Metropolitan Area
Yolla Margaretha, Popo Suryana
Micro, small, and medium enterprises (MSMEs) are pivotal in propelling the global economy forward. However, the ongoing instability in the global and national economic landscape, exacerbated by the far-reaching effects of the COVID-19 pandemic, has cast a shadow over MSMEs, particularly in the realm of marketing performance, which has witnessed a noticeable decline. This study aims to dissect, evaluate, and scrutinize marketing strategy orientation, encompassing market orientation, entrepreneurial orientation, and learning orientation. By embarking on this exploration, we aim to shed light on the intricate relationships between these orientations and their impact on marketing innovation, with far-reaching implications for optimizing marketing performance among micro-actors operating within the dynamic food and beverage business sector of the Greater Bandung Metropolitan area. Our research employs a blend of descriptive analysis and verification. The research focused on food and beverage microenterprises in the Bandung Metropolitan Area, with a sample size of 350, and implemented a stratified cluster proportional random sampling technique for effective sampling. The analytical framework we deploy is rooted in multivariate statistics and underpinned by the Structural Equation Modeling Test (SEM). Our findings reveal a generally favorable landscape, with market orientation, entrepreneurial orientation, learning orientation, marketing innovation, and marketing performance residing within the categories of quite good to good. This research also validates certain indicators that wield influence, collectively or individually, over market orientation, entrepreneurial orientation, and learning orientation concerning marketing innovation. Importantly, it underscores the pivotal role of marketing innovation in steering the marketing performance of micro-business actors within the vibrant food and beverage sector of the Bandung Metropolitan Area.
Keywords:MSMEs, Market orientation, Entrepreneurial orientation, Learning orientation, Marketing innovation, Marketing performance
