{"title":"Pengaruh Saluran Distribusi Orientasi Pasar dan Orientasi Pelanggan Terhadap Kinerja Pemasaran UMKM Konveksi Desa Legok","authors":"Metha Karina, Dewi Komala Sari","doi":"10.30651/blc.v19i1.11882","DOIUrl":null,"url":null,"abstract":"ABSTRACTThis study aims to determine the effect of distribution channels, market orientation, and customer orientation on the marketing performance of convection SMEs in Legok Gempol Village (Study on Convection SMEs in Legok Village, Pasuruan Regency)This research is a descriptive study using quantitative methods. The data collection technique distributes questionnaires to 130 respondents who are convection business actors in Legok Village. The analytical approach used in this research is multiple linear regression using SPSS (Statistical Program for Social Science) version 21 for windows.This study proves that the distribution channel variable affects marketing performance, the market orientation variable affects marketing performance, and the customer orientation variable affects the marketing performance of the Legok Village Convection SMEs.Keywords : Distribution Channel; Customer Orientation; Market Orientation; Marketing PerformanceCorrespondence to : methakarina189@gmail.com ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh saluran distribusi, orientasi pasar, dan orientasi pelanggan terhadap kinerja pemasaran UMKM konveksi Desa Legok Gempol (Studi pada UMKM Konveksi Desa Legok Kabupaten Pasuruan)Penelitian ini merupakan penelitian deskriptif dengan menggunakan metode kuantitatif. Teknik pengambilan data yaitu dengan menyebar kuesioner kepada 130 responden yang merupakan para pelaku usaha konveksi di Desa Legok. Teknik analisis yang digunakan dalam penelitian ini adalah regresi linier berganda yang menggunakan program SPSS (Statistical Program for Social Science) versi 21 for windows.Hasil penelitian ini membuktikan bahwa variabel saluran distribusi berpengaruh terhadap kinerja pemasaran, variabel orientasi pasar berpengaruh terhadap kinerja pemasaran, dan variabel orientasi pelanggan berpengaruh terhadap kinerja pemasaran UMKM Konveksi Desa Legok. Kata Kunci : Kinerja Pemasaran; Orientasi Pasar; Orientasi Pelanggan; Saluran Distribusi","PeriodicalId":342761,"journal":{"name":"BALANCE: Economic, Business, Management and Accounting Journal","volume":"25 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"BALANCE: Economic, Business, Management and Accounting Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.30651/blc.v19i1.11882","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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Abstract
ABSTRACTThis study aims to determine the effect of distribution channels, market orientation, and customer orientation on the marketing performance of convection SMEs in Legok Gempol Village (Study on Convection SMEs in Legok Village, Pasuruan Regency)This research is a descriptive study using quantitative methods. The data collection technique distributes questionnaires to 130 respondents who are convection business actors in Legok Village. The analytical approach used in this research is multiple linear regression using SPSS (Statistical Program for Social Science) version 21 for windows.This study proves that the distribution channel variable affects marketing performance, the market orientation variable affects marketing performance, and the customer orientation variable affects the marketing performance of the Legok Village Convection SMEs.Keywords : Distribution Channel; Customer Orientation; Market Orientation; Marketing PerformanceCorrespondence to : methakarina189@gmail.com ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh saluran distribusi, orientasi pasar, dan orientasi pelanggan terhadap kinerja pemasaran UMKM konveksi Desa Legok Gempol (Studi pada UMKM Konveksi Desa Legok Kabupaten Pasuruan)Penelitian ini merupakan penelitian deskriptif dengan menggunakan metode kuantitatif. Teknik pengambilan data yaitu dengan menyebar kuesioner kepada 130 responden yang merupakan para pelaku usaha konveksi di Desa Legok. Teknik analisis yang digunakan dalam penelitian ini adalah regresi linier berganda yang menggunakan program SPSS (Statistical Program for Social Science) versi 21 for windows.Hasil penelitian ini membuktikan bahwa variabel saluran distribusi berpengaruh terhadap kinerja pemasaran, variabel orientasi pasar berpengaruh terhadap kinerja pemasaran, dan variabel orientasi pelanggan berpengaruh terhadap kinerja pemasaran UMKM Konveksi Desa Legok. Kata Kunci : Kinerja Pemasaran; Orientasi Pasar; Orientasi Pelanggan; Saluran Distribusi
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