The The existence of Market Orientation in MSMEs Bandung and Cimahi
The existence of Market Orientation in MSMEs Bandung and Cimahi
DOI:
https://doi.org/10.54099/icemat2023.v1i1.286Keywords:
Market OrientationAbstract
This research aims to find out how the implementation of market orientation exists in MSMEs in Bandung City and Cimahi City. In this research, researchers used mixed methods research. Determination of samples using saturated sampling techniques. The sample population is 30 MSMEs. In this research, the data analysis used is descriptive data analysis using the Guttman scale. This research is a replication of research conducted by Kohli and Jaworski (1990) using the three set factors of market orientation approach as assessment indicators. The results of this research show that Bandung and Cimahi MSMEs are market oriented at a moderate level, namely at a score of 69.43%. The component of market orientation that needs to be improved is response design because it has the lowest implementation score, namely 63.63%.
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