THE EFFECT OF MARKET ORIENTATION, CREATIVITY, AND PRODUCT INNOVATION ON MARKETING PERFORMANCE OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN TEMBELANG DISTRICT

This study aims to determine the influence of market orientation, creativity,
and product innovation on marketing performance in Micro, Small and Medium
Enterprises (MSMEs) in Tembelang District. This type of research is quantitative.
The source of data in this study is primary data where the data collection method
uses a questionnaire method distributed to MSME actors in Tembelang District who
are engaged in the food sector. With primary data processing using the Statistical
Product and Service Solution (SPSS) version 20 analysis technique. This study used
a sample of 75 respondents. Sampling uses a simple random sampling technique.
The results of this study show that market orientation has a negative and significant
effect. Product creativity has a positive and significant effect on marketing
performance. Product innovation has a positive and significant effect on marketing
performance. Market orientation, creativity and product innovation simultaneously
affect marketing performance. Product creativity has the most dominant effect on
marketing performance. This research provides important insights for MSME
actors to develop more effective marketing strategies in the face of increasingly
fierce competition in the local market.