Pengaruh Orientasi Pasar, Konsumen, Merek, dan Inovasi Layanan terhadap Kinerja Umkm di Yogyakarta


  • Gunawan Yulianto Sekolah Tinggi Pariwisata AMPTA Yogyakarta



Brand Orientation, Service Innovation, Market Orientation


This study seeks to assess the relationship between Micro, Small and Medium Enterprises (MSME) firm performance and market orientation,  customer orientation, brand orientation and service innovation in development for all businesses. In past, very few studies have focused on the effect of marketing-related variables on MSMEs. This study aspires to put some insight into this. Data were collected from creative industry MSME business  firm  entrepreneurs located  in Yogyakarta, A total of 91 MSME entrepreneurs were surveyed in the study through adopting tested survey questionnaires from the past literature. Correlation and regression  analysis were  used  to  test  the  hypotheses.  Result  indicates  that  market orientation,  customer  orientation, brand  orientation  and service innovation have a positive direct influence on MSME performance

Author Biography

Gunawan Yulianto , Sekolah Tinggi Pariwisata AMPTA Yogyakarta

Dosen Sekolah Tinggi Pariwisata AMPTA Yogyakarta


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How to Cite

Yulianto , G. . (2021). Pengaruh Orientasi Pasar, Konsumen, Merek, dan Inovasi Layanan terhadap Kinerja Umkm di Yogyakarta. Media Wisata, 17(1).