THE EFFECT OF MARKET ORIENTATION, BRANDING, AND ORGANIZATION PERFORMANCE ON SMALL-SCALE BUSINESSES OF BIOTECHNOLOGY-BASED PRODUCTS IN JEMBER

Abstract

This study aims to determine market orientation, branding, and organizational performance in small businesses that produce biotechnology-based products in Jember. The object of this research is small businesses that produce biotechnology-based products in Jember Regency, taking samples of 90 small businesses. This study grapples with primary data, which is data obtained from distributing questionnaires to the small business actors. Methods of data analysis involved multiple linear regression. The research results demonstrate that market orientation and branding altogether pose a significant effect on organizational performance. Partially, it is only the branding variable which exerts a significant effect on organizational performance, while the market orientation variable has no significant effect on organizational performance. Keywords: Market Orientation, Branding, Organizational Performance, small businesses, biotechnology