The Effect of Market Orientation on the Use of Fintech and Utilization of Online-Based Marketing Technology and Its Implications on SME Marketing Performance

Changes in the business environment have encouraged SMEs to take advantage of fintech and marketing technology to improve marketing performance. Consumer behavior has changed in seeking product information and efficient transaction processes. However, not all SMEs have a clear market orientation in responding to a rapidly changing environment. This study aims to examine the effect of market orientation on the use of fintech and the use of online-based marketing technology. The study was conducted on 100 fashionbased Small and Medium Enterprises in Yogyakarta and Semarang which were selected by purposive sampling technique. The analytical tool used is WarpPLS. The findings of this study indicate that market orientation has a significant effect on the use of fintech and the use of online-based marketing technology. Market orientation has no significant effect on marketing performance. Meanwhile, the use of fintech and the use of online-based marketing technology has a significant effect on marketing performance.