Pengaruh Orientasi Kewirausahaan dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM Sarana Upakara Yadnya Pada Pasar Ketapian di Denpasar
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Entrepreneurial Orientation, Innovation, Performance, MSMEs, MarketingAbstract
MSMEs play a vital role in the Indonesian economy, including in Bali. However, the marketing performance of MSMEs serving as a means of yadnya ceremonies at Ketapian Market in Denpasar faces challenges due to weak entrepreneurship andminimal product innovation. This study aims to analyze the influence of entrepreneurial orientation and product innovation on the marketing performance of these MSMEs. This study is a quantitative study with a population of 145 MSME traders serving as a means of yadnya ceremonies, who were also used as a census sample. Data were collected through a Likert-scale questionnaire, then analyzed using multiple linear regression using SPSS version 25. The results show that entrepreneurship and product innovation partially have a positive and significant effect on marketing performance. Simultaneously, entrepreneurship and product innovation have a positive and significant effect on marketing performance. This finding is supported by the significance values of the t-test and F-test which are below the 0.05 level of significance, and the R² value of 0.644, indicating that 64.4% of the marketing performance variables can be explained by entrepreneurial orientation and product innovation. Thus, increasing proactive attitudes, risk-taking abilities, and continuous product renewal can improve the competitiveness of MSMEs. The suggestions given are to improve marketing, utilize digital marketing, and develop products according to consumer needs in order to maintain market position
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