ENGARUH ORIENTASI PASAR DAN INOVSI PRODUK TERHADAP KEUNGGULAN BERSAING: (Studi Kasus Usaha Mikro Kecil Dan Menengah Di Kecamatan Moyo Utara

(Studi Kasus Usaha Mikro Kecil Dan Menengah Di Kecamatan Moyo Utara)

Abstract

This study aims to examine the effect of Market Orientation and Product Innovation on the sustainability of Micro, Small and Medium Enterprises in North Moyo District. The sampling technique used is porpusive sampling. The population in this study is 179 respondents. The technique of determining the sample is by using the Slovin formula, which is a total of 64 samples. The type of data used is Quantitative. Then the source of data from this research is primary data. The data collection method used is a questionnaire/questionnaire and documentation. Data analysis namely Classical Assumptions Test, Validity Test, Reliability test, Data analysis techniques namely Multiple Linear Regression analysis, t test, F test and Coefficient of Determination Test (R2). The results of this study indicate that market orientation has a significant effect on competitive advantage in Micro, Small and Medium Enterprises. Then Product Innovation Has a Significant Influence on Competitive Advantage in Micro, Small and Medium Enterprises.