The Existence of Market Orientation By Micro, Small, And Medium-Sized Enterprises In The Tourism Sector of West Java

Abstract

The development of Micro, Small, and Medium-sized Enterprises (UMKM) has garnered increased attention, especially in the tourism sector, which had previously suffered during the COVID-19 pandemic. The UMKM in the tourism sector in West Java has seen significant growth. However, concurrently, various challenges persist, such as product marketing, changing consumer behavior, price fluctuations, technology, financial management, and resource management. In response to these challenges, research is conducted to investigate the existence of market orientation among UMKM participants in the tourism sector in West Java. Previous research by Kohli and Jaworski (1993) utilized dimensions of market orientation, including Intelligence Generation, Intelligence Dissemination, Response Design, and Response Implementation.