PENGARUH ORIENTASI PASAR, BUDAYA ORGANISASI DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA USAHA (Studi pada Usaha Kecil Pengolahan di Kota Palembang)
Abstract: This study aimed to
analyze the effect of Market Orientation, Organizational Culture and
Entrepreneurial Orientation on the Marketing Performance of Small Businesses.
The research was conducted by distributing questionnaires and interviews to the
owner or manager of a small business in Palembang City. The population in this
study is manufacturing of Small Business in Palembang, amount of 1,687. Based
on the population obtained a sample of 94 respondents. Data collection
techniques used is Disproportionate Stratified Random Sampling Method. Multiple
Linear Regression Analysis was used to see the effect of the independent
variables, namely Market Orientation, Organizational Culture and Orientation on
Marketing Performance of Small Business. The results explained that the Market Orientation,
Organizational Culture and Entrepreneurship Orientation simultaneously have
significant effect on Marketing Performance OF Small Business. Then, partially
market orientation have significant effect on Marketing Performance of Small
Business. Organizational culture have significant effect on Marketing
Performance OF Small Business. Entrepreneurship orientation have significant
effect on Marketing Performance OF Small Business.
Penulis: Heri Setiawan
Kode Jurnal: jpmanajemendd131086
