ABSTRACT

Market-oriented business, organizational learning, and innovation is not only required for a company that is stable and large, but also for small and medium enterprises. Each district or city in Indonesia seeks to enable its SMEs today. Especially when the crisis took place some time ago, this sector proved be survive and be able to give a good contribution to the development of the economy. One of them is the SMEs in Batang Regency, Central Java.

The study was aim to determine the influence of market orientation, learning orientation, and innovation in the development of the micro sector on the marketing performance of Small and Medium Enterprises (SMEs) in Batang Regency. The sample used was 100 entrepreneurs. Analysis is done qualitatively and quantitatively using multiple regression.

The results indicate that both partially and jointly, independent variables affect to dependent variable. Market orientation, learning orientation, and innovation affect to marketing performance to the positive direction.

Keywords : market orientation, organizational learning, innovation, marketing performance

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