PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN (Studi pada Kelompok Kerajinan Anyaman Mansiang di Jorong Taratak Kubang Kecamatan Guguak Kabupaten Lima Puluh Kota Provinsi Sumatera Barat)

Abstract

The purpose of this study is to determine the effect of market orientation and product innovation toward marketing performance in the mansiang woven handicraft group in Jorong Taratak Kubang, Guguak District, Lima Puluh Regency, West Sumatra City. Sampling technique using simple random sampling method and obtained the sample of 45 respondents who were members of the Mansiang weaving craftsmen group in Jorong Taratak Kubang. This research uses descriptive research with a quantitative approach. The dependent variable (Y) in this study is the performance marketing. The independent variable (X) include market orientation (X1) and product innovation (X2), for the data processing program using IBM SPSS 21.0 statistics. The results of this study indicate that in partial market orientation positive and significant effect on the performance of the marketing of the test results  T count of 11.433 > T table 2.018 and variabel product innovation and significant positive effect on the performance of the marketing the results of the T count of 2.120 > T table of 2.018. While simultaneously variable market orientation and product innovation have a significant effect on the performance marketing with F count 73.780 > F table 3,212. The influential variable is the most dominant market orientation.

Keywords: Market Orientation, Product Innovation and Marketing Performance.