Pratama, Dimas Eka, Dwipasari, Lita and Subianto, Totok (2022) Bisakah Inovasi Pemasaran Memoderasi Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Saat Pandemi Covid-19. Jurnal Studi Managemen dan Bisnis, 9 (2). pp. 169-175. ISSN 2460-3775

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Abstract

The purpose of this study was to measure the effect of market orientation on marketing performance through marketing innovation. The sample of this research is culinary business actors in Malang City who have snack products. The number of respondents in this study amounted to 100 respondents. The research data was collected through a questionnaire using non-probability sampling. The results show that market orientation has a positive effect on market innovation. Market orientation has a positive effect on marketing performance. Marketing innovation has a positive effect on marketing performance. Finally, market orientation has an indirect influence on marketing performance through marketing innovation.

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