The Effect Of Market Orientation And Entrepreneurship Orientation On Marketing Performance Of Msme Production Of Batik Tegalan In Tegal City

Abstract

The purposes of this study are 1) To analyze the effect of market orientation on the marketing performance of MSMEs in Tegalan Batik Production in Tegal City, 2) To analyze the effect of entrepreneurial orientation on the marketing performance of MSMEs in Tegalan Batik Production in Tegal City, 3) To analyze the effect of market orientation and entrepreneurial orientation. together on the marketing performance of MSMEs in Tegalan Batik Production in Tegal City.The method used in this research is a descriptive research method with a quantitative approach.The data collection technique used in this research is the questionnaire method. While the data analysis method used was Spearman rank correlation analysis, correlation coefficient significance analysis, multiple correlation analysis, multiple correlation coefficient significance test and coefficient of determination.The results of this study prove that there is a strong influence of market orientation on marketing performance as evidenced from the calculation of the Spearman rank correlation using SPSS, the correlation value is 0.623 with sig = 0.000 <0.05. There is a strong influence of entrepreneurial orientation on marketing performance as evidenced by the calculation of Spearman rank correlation using SPSS, the correlation value is 0.758 with sig = 0.000 <0.05. There is a very strong influence of market orientation and entrepreneurial orientation together on marketing performance as evidenced by the multiple correlation calculation using SPSS, the correlation value is 0.839 with sig = 0.000 <0.05.