Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)

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Entrepreneurship Orientation and Market Orientation Effect on Marketing Performance through Product Innovation: a Case Study of Snack Small and Medium-Sized Enterprises in Tangerang

Authors
Achmad Zuldin Syafii1, *
1Universitas Hsanuddin Makassar, Makassar, Indonesia
*Corresponding author. Email: zuldin.achmad@gmail.com
Corresponding Author
Achmad Zuldin Syafii
Available Online 22 May 2024.
DOI
10.2991/978-94-6463-400-6_44How to use a DOI?
Keywords
Entrepreneurship Orientation; Market Orientation; Product Innovation; Marketing Performance
Abstract

Micro, small, and medium-sized enterprises (MSMEs) are important for improving and growing regional economic growth. This research is a quantitative study that involves analyzing both primary and secondary statistics. The main method of collecting information was questionnaires and utilizing the Likert scale as a measuring tool. The population for this study consists of all Tangerang-based small- and medium-sized snack food business owners who still need to optimize their advertising and marketing strategies. This study utilized purposive sampling to gather data from 76 respondents concurrently. The study examined the data using T-tests, regression analysis, and mediator variable analysis. Based on the analysis result, it can be concluded that in snack food SMEs in Tangerang: a) marketing performance is affected significantly by market orientation; b) innovation is significantly affected by Entrepreneurial orientation; and c) the marketing performance is both positively and significantly affected by product innovation.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
22 May 2024
ISBN
10.2991/978-94-6463-400-6_44
ISSN
2352-5428
DOI
10.2991/978-94-6463-400-6_44How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Achmad Zuldin Syafii
PY  - 2024
DA  - 2024/05/22
TI  - Entrepreneurship Orientation and Market Orientation Effect on Marketing Performance through Product Innovation: a Case Study of Snack Small and Medium-Sized Enterprises in Tangerang
BT  - Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
PB  - Atlantis Press
SP  - 579
EP  - 586
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-400-6_44
DO  - 10.2991/978-94-6463-400-6_44
ID  - Syafii2024
ER  -