Pengaruh Orientasi Pasar, Orientasi Pembelajaran Dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran
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Abstract
The development of MSMEs in the city of Padang has experienced a relatively high
increase over the past 2 years, even though it was hit by Covid-19 and it is different from other
regions which generally have experienced a decline. This study aims to analyze the effect of market
orientation, learning orientation and entrepreneurial orientation on marketing performance in
serving culinary MSMEs in Padang City. This study used purposive sampling for the sampling
technique. The data were processed using SPSS version 27. The results of the study found that
market orientation, learning orientation and entrepreneurial orientation had a positive effect on
marketing performance. Specifically, entrepreneurial orientation has the most dominant influence,
followed by learning orientation and market orientation
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