Putri Nilam Kencana, Ngadino Surip Diposumarto, Yuary Farradia

The Influence of Market Orientation and Product Innovation on the Marketing Performance of Fashion SMEs in South Tangerang City

Introduction

The influence of market orientation and product innovation on the marketing performance of fashion smes in south tangerang city. Discover how market orientation and product innovation significantly influence the marketing performance of fashion SMEs in South Tangerang City. This study reveals key findings.

Abstract

The purpose of this study is to investigate how product innovation and market orientation affect the marketing performance of fashion SMEs in South Tangerang City. The research employed an associative methodology, with a population comprising 112 fashion SMEs in the area. Data analysis methods included correlation coefficients, coefficients of determination, partial t-tests, simultaneous F-tests, simple linear regression, and multiple linear regression. The findings demonstrate that market orientation significantly and favorably affects marketing performance, as shown by the basic linear regression equation.Y = 23.735 + 0.422X. The correlation coefficient is 0.868 (very strong), with a determination coefficient of 75.4%. Furthermore, t-value (tcount) is 18.357, exceeding the t-table value of 1.981 with a significance level of 0.000 (<0.05). Similarly, product innovation has a positive and significant effect on marketing performance, demonstrated by the equation Y = 23.272 + 0.434X. The correlation coefficient is 0.769 (strong), and the determination coefficient is 59.1%. The t-value (tcount) is 12.619, greater than the t-table value of 1.981 with a significance level of 0.000 (<0.05). Simultaneously, market orientation and product innovation together positively and significantly affect marketing performance, supported by the multiple linear regression equation Y = 22.535 + 0.345X1 + 0.111X2. The correlation coefficient is 0.876 (very strong), with a determination coefficient of 76.7%. The F-value (Fcount) is 179.885, exceeding the F-table value of 3.93 with a significance level of 0.000 (<0.05).

Review

The study titled "The Influence of Market Orientation and Product Innovation on the Marketing Performance of Fashion SMEs in South Tangerang City" addresses a highly relevant topic in contemporary business literature, particularly concerning the growth and sustainability of small and medium-sized enterprises (SMEs). The research clearly articulates its objective: to empirically investigate the direct and combined effects of market orientation and product innovation on the marketing performance of fashion SMEs within a specific geographical context. This focus on a niche industry in an emerging urban area offers valuable insights into factors driving business success in a dynamic market, contributing to both academic understanding of SME performance drivers and practical guidance for entrepreneurs and policymakers. Employing an associative methodology, the study analyzed data from a substantial population of 112 fashion SMEs in South Tangerang City. The analytical approach was robust, utilizing various statistical techniques including correlation coefficients, coefficients of determination, and both partial (t-test) and simultaneous (F-test) regression analyses. The findings consistently demonstrate strong positive and significant relationships. Specifically, market orientation individually exhibits a very strong positive effect on marketing performance (correlation 0.868, R² 75.4%), with product innovation also showing a strong positive effect (correlation 0.769, R² 59.1%). Crucially, when considered together, market orientation and product innovation collectively account for a substantial 76.7% of the variance in marketing performance, indicating a very strong combined influence validated by a high F-value and significant p-values for all relationships. A significant strength of this research lies in its clear statistical evidence supporting the hypotheses, with impressive correlation and determination coefficients that suggest strong explanatory power. The use of a relatively large sample size for SME research further bolsters the reliability of the findings within the specified context. However, the abstract, while rich in statistical results, does not elaborate on the specific operationalization of variables or the theoretical framework guiding their selection, which would enhance the study's methodological transparency and theoretical contribution. Future research could delve deeper into the causal mechanisms, explore mediating or moderating variables (e.g., competitive intensity, technological adoption), or extend the geographical scope to assess the generalizability of these findings. From a practical standpoint, the study provides compelling evidence for fashion SMEs to prioritize both understanding customer needs (market orientation) and continuous product development (innovation) to enhance their marketing performance.

Full Text

Comments

You need to be logged in to post a comment.