Pengaruh Kapabilitas Pemasaran, Orientasi Pasar dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran Pada UMKM Food & Beverage Dalam Program Jakpreneur Di Wilayah Provinsi DKI Jakarta

Abstract

This study aims to determine whether there is an influence of marketing capability, market orientation and entrepreneurial orientation on the marketing performance of MSME food & beverage in the Jakpreneur program in the DKI Jakarta Province. This research uses quantitative research methods. The sample used in this study was 100 food & beverage SMEs who are members of the Jakpreneur program. Using non-probability sampling method with purposive sampling technique. The results of this study indicate that from the t-test on 3 variables, namely marketing capability, market orientation, and entrepreneurial orientation, it appears that t count is greater than t table so that the hypothesis is accepted. Then, from the calculated F value, it shows that it is greater than F table, then marketing capability, market orientation and entrepreneurial orientation have a significant effect simultaneously (simultaneously) on marketing performance in food & beverage MSMEs in the Jakpreneur program in the DKI Jakarta Province. Therefore, entrepreneurs must always keep abreast of technological developments in marketing their products, conducting research to consumers, and bringing up innovations.