市场导向、学习导向和营销绩效创业导向的影响

IF 5.2 4区管理学 Q1 BUSINESS, FINANCE

Sustainability Accounting, Management and Policy Journal Pub Date : 2023-07-03 DOI:10.33086/amj.v7i1.3155

Muhammad Fiqron

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引用次数: 0

摘要

巴东市中小微企业的发展在过去两年中经历了相对较高的增长，尽管它受到了新冠肺炎的打击，但它与其他地区普遍出现下降的情况不同。本研究旨在分析市场导向、学习导向和创业导向对巴东市烹饪中小企业营销绩效的影响。本研究采用目的性抽样的抽样技术。数据采用SPSS第27版进行处理。研究结果发现，市场导向、学习导向和创业导向对营销绩效有正向影响。其中，创业导向的影响最为显著，其次是学习导向和市场导向

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Pengaruh Orientasi Pasar, Orientasi Pembelajaran Dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran

The development of MSMEs in the city of Padang has experienced a relatively highincrease over the past 2 years, even though it was hit by Covid-19 and it is different from otherregions which generally have experienced a decline. This study aims to analyze the effect of marketorientation, learning orientation and entrepreneurial orientation on marketing performance inserving culinary MSMEs in Padang City. This study used purposive sampling for the samplingtechnique. The data were processed using SPSS version 27. The results of the study found thatmarket orientation, learning orientation and entrepreneurial orientation had a positive effect onmarketing performance. Specifically, entrepreneurial orientation has the most dominant influence,followed by learning orientation and market orientation

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来源期刊

Sustainability Accounting, Management and Policy Journal Multiple-

CiteScore

9.50

自引率

6.70%

发文量