The The existence of Market Orientation in MSMEs Bandung and Cimahi

The existence of Market Orientation in MSMEs Bandung and Cimahi

Authors

  • Rima Dwijayanty Widyatama University

DOI:

https://doi.org/10.54099/icemat2023.v1i1.286

Keywords:

Market Orientation

Abstract

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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Published

30-11-2023

How to Cite

Dwijayanty, R. . (2023). The The existence of Market Orientation in MSMEs Bandung and Cimahi: The existence of Market Orientation in MSMEs Bandung and Cimahi. Adpebi Science Series, 1(1), 1–11. https://doi.org/10.54099/icemat2023.v1i1.286

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Section

Articles