Valensia Febiola Atan, Audita Nuvriasari

Contribution of Market Orientation, Marketing Capability and E-commerce Adoption in Influencing the Marketing Performance of Coffee Shop in Yogyakarta

Introduction

Contribution of market orientation, marketing capability and e-commerce adoption in influencing the marketing performance of coffee shop in yogyakarta . Explore how market orientation, marketing capability, and e-commerce adoption significantly influence the marketing performance of coffee shops in Yogyakarta. Discover key insights for business success.

Abstract

The purpose of this research is to examine how Yogyakarta coffee shops' marketing performance is impacted by market orientation, marketing capability, and e-commerce adoption. 40 responders made up the study's sample. The sampling technique used the purpose sampling method with the research instrument used was a questionnaire. Based on the research results obtained that market orientation, marketing capabilities, and e-commerce adoption have a positive and significant effect on the Marketing Performance of Coffee Shops in Yogyakarta.

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