The Influence Of Market Orientation And Product Quality On The Success Of Souvenir Msmes In The Workshop Market

Abstrak

ABSTRACT

This study analyzes the effect of market orientation and product quality on the success of UMKM souvenirs at the Perbaungan Workshop Market. The research method used in this research is descriptive quantitative. This research was conducted on Pasar Workshop Street, Serdang Berdagai Regency. The time of this research began in August-September 2022. The population in this study were SMEs for souvenirs at the Perbaungan workshop market. The sampling technique in this study is saturated sampling technique. The number of SMEs for souvenirs in the garage workshop market is 53 people (less than 100 people), so all SMEs are taken as respondents. The analytical method used is multiple linear regression using the SPSS version 20 program. The results of this study obtained a multiple linear regression equation Y = 14.811 + 0.273 X1 + 0.224 X2 + e. The results of this study indicate that the t-count > t-table (2.255 > 1.29907) and a significant value of 0.029 is less than 0.1, meaning that market orientation has a significant effect on the success of UMKM souvenirs in the Perbaungan workshop market, so Ha1 is accepted. The t-count > t-table (1.935 > 1.29907) and a significant value of 0.058 is less than 0.1, meaning that product quality has a significant effect on the success of UMKM souvenirs in the Perbaungan workshop market, so Ha2 is accepted. Fcount (4.290) > Ftable (3.183), and a significant value of 0.019 <0.1, it can be concluded that the fourth hypothesis is accepted, meaning that the market orientation (X1) and product quality (X2) variables simultaneously influence the success of MSMEs by -gifts at the Perbaungan workshop market (Y). The adjusted coefficient of determination (R Square) is 0.383, this means that 38.3% of the dependent variable can be explained by the independent variable while the rest (100% - 38.3% = 61.7%) is explained by other variables outside the variables studied.