PERAN INOVASI MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA BISNIS UMKM SONGKET

Abstrak

This study aims to test the hypothesis that explains the relationship between business performance variables that are influenced by market orientation and mediated by innovation in Songket SMEs in Sidemen Karangasem. The number of samples in this study amounted to 64 units of MSME Songket. The method used in determining the sample in this study is a saturated sampling technique (census). Data collection methods used in this study were interviews and surveys conducted by distributing questionnaires. This study uses a PLS (Partial Least Square)-based SEM (Structural Equation Model)-based structural equation model. The results show that market orientation has a positive and significant effect on business performance, market orientation has a positive and significant effect on innovation, innovation has a positive and significant effect on business performance and innovation mediates the effect of market orientation on business performance significantly.

Keywords: Market Orientation, Innovation, Business Performance, MSME