THE INFLUENCE OF INNOVATION, MARKET AND ENTREPRENEURSHIP ORIENTATIONS ON MARKETING PERFORMANCE OF SMALL MICRO ENTERPRISES IN KENDARI CITY

Abstract

Micro and small businesses need to improve marketing performance. This research examines: the influence of innovation, market orientation and entrepreneurial orientation. The population in this research is all micro and small businesses in Kendari City which operate in the food and beverage industry. The sample consisted of 96 respondents, and was taken by accidental sampling. Data collection was carried out using a questionnaire distributed via Google Form and distributed directly to the business domiciles of micro and small business actors. The collected data was then analyzed using multiple linear regression analysis tools, using SPSS version 26 software. The results of the analysis showed that innovation, marketing orientation and entrepreneurial orientation had a significant effect on marketing performance.

Keywords

• innovation
• market orientation
• entrepreneurship orientation
• marketing performance
• micro small enterprises