The Effect of Market Orientation, E-Commerce, and Product Innovation on Marketing Performance in MSMEs Culinary Sector

Abstract

Abstract. The pressure of competition is so tight and market players are increasingly aggressive in seizing market share, causing MSMEs to need to improve their marketing performance. MSMEs actors must build a strong strategy through market orientation, e-commerce, and product innovation.This study aims to determine and analyze the effect of market orientation, e-commerce, and product innovation on marketing performance in the culinary sector MSMEs in Pekanbaru City. This research is a quantitative research with research sampling method that is nonprobability sampling. The sample used was 100 MSMEs in the culinary sector in Pekanbaru City with purposive sampling methods. The results of this study are market orientation variables have a positive and significant effect on marketing performance in the culinary MSMEs sector in Pekanbaru City, e-commerce have a positive but not significant effect on marketing performance in the culinary MSMEs sector in Pekanbaru City, and product innovation variables have a positive and significant effect on marketing performance in the culinary MSMEs sector in Pekanbaru City. Keywords: Market orientation, e-commerce, product innovation, marketing performance, MSMEs