ANALISIS ORIENTASI PASAR TERHADAP PEMASARAN UMKM LONTONG KHAS MEDAN DI JALAN SEMBILANG RUMBAI PEKANBARU

Abstrak

Micro, Small and Medium Enterprises (MSMEs) typical Medan lontong on Jalan Sembilang Rumpai Pekanbaru have an important role in the local economy. The marketing success of MSMEs is greatly influenced by the implementation of appropriate market orientation. This research aims to analyze the extent of the influence of market orientation on the marketing performance of Medan typical lontong MSMEs in that location.The research method used is quantitative with a descriptive approach. The population in this study were all typical Medan lontong MSMEs on Jalan Sembilang Rumpai Pekanbaru, while the samples were taken using a purposive sampling technique. Data collection was carried out through distributing questionnaires to owners or managers of MSMEs. Data analysis was carried out using simple linear regression analysis to test the research hypothesis.The research results show that there is a significant influence between market orientation on the marketing performance of Medan typical lontong MSMEs on Jalan Sembilang Rumpai Pekanbaru. This means that the higher the level of market orientation applied, the better the marketing performance of MSMEs will be. The implication of this research is that it is important for Medan typical lontong MSMEs to continue to improve their market orientation so that they can compete and survive in an increasingly competitive market.