MARKETING PERFORMANCE OF SMALL MEDIUM ENTERPRISE (SME) CENTERS FOOTWEAR
Journal Title: Asian Journal of Management Sciences and Education - Year 2017, Vol 6, Issue 3
Abstract
The large number of footwear Small Medium Enterprise (SME) centers in East Java can be ensured that the level of competition between the footwear industries is increasing. Therefore efforts of excellence and competitiveness enhancement of SMEs are becoming increasingly important. Based on the observations that have been made by researchers to the development of SMEs, there is a need to get the high attention, both from the government and society in order to be more competitively developed. Therefore, this study was conducted to determine the effect between variables determined among other entrepreneurial orientation, market orientation, and innovation has an influence on the performance of marketing in SME centers footwear in Mojokerto District. This study uses primary data. The analysis technique used is Partial Least Square [PLS] to determine the causality between the variables analyzed. Based on the results of data processing, it can be concluded that; (1) the factor of entrepreneurial orientation has no positive effect on marketing performance. (2). entrepreneurship orientation has a significant positive effect towards innovation, (3) market orientation has a significant positive effect towards marketing performance, and (4) market orientation has a significant positive effect towards innovation.
Authors and Affiliations
Prasetyo Hadi
Keywords
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