Factors Affecting the Improvement of Marketing Performance of Indonesian MSMEs Products

Rasyid R, Abd and Haslindah, Haslindah and Putera, Wahyudi and Azis, Muhammad and Yahya, Indah Lestari and Azis, Fajriani and Saripuddin, Saripuddin (2023) Factors Affecting the Improvement of Marketing Performance of Indonesian MSMEs Products. International Journal of Capacity Building in Education and Management (IJCBEM), 5 (3). pp. 1-13. ISSN 2350-2312

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Abstract

Abstract This study aims to explain and analyze the effect of entrepreneurial orientation and product excellence on marketing performance. The population in this study were customers of Indonesian MSMEs in Saudi Arabia, totaling 371,784 customer respondents in 8 countries including Indonesia, Malaysia, Pakistan, India, Iraq, Egypt, Iran and Yemen. The sample used in this study, namely 250 respondents. by using probability sampling techniques or multistage random sampling or determining cluster sampling based on the division of a region / region in stages. The analytical technique used for hypothesis testing is Structural Equation Modeling (SEM) Amos Ver.- 2022. The results showed that market orientation has a direct effect on marketing performance. Product excellence has a direct effect on marketing performance. Some of the recommendations given are in terms of entrepreneurial orientation by having the ability to innovate because by innovating, the products marketed can be accepted in the international market. In terms of the superiority of Indonesian MSME products with product quality because with the quality of a product that has been recognized in the international market, consumers will continue to use these products which are proven together to improve the marketing performance of Indonesian MSME products abroad, especially in Saudi Arabia. Keywords: Entrepreneurial Orientation, Competitive Advantage and Marketing Performance

Item Type: Article
Subjects: KARYA ILMIAH DOSEN
Universitas Negeri Makassar > KARYA ILMIAH DOSEN
Divisions: KOLEKSI KARYA ILMIAH UPT PERPUSTAKAAN UNM MENURUT FAKULTAS > KARYA ILMIAH DOSEN
KARYA ILMIAH DOSEN
Depositing User: Pustakawan Amaluddin Zaihal
Date Deposited: 16 Jun 2023 03:24
Last Modified: 16 Jun 2023 03:24
URI: http://eprints.unm.ac.id/id/eprint/30145

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